How Armagnac (Re) Became Cool
“Armagnac is back! », We can read about the new collection of sweatshirts launched by the brand 64 and the domain of Laballe, producer of armagnac in the Landes.A cry from the heart (and a nice marketing coup) which perfectly illustrates the comeback of armagnac.
For a long time, armagnac was the alcohol that Grandpa brought up from the cellar at the end of family meals, but for the past few months, this brandy, the fruit of the distillation of white wine, has been making its way into the new cocktails made in the most sophisticated bars - such as Combat (Paris 19th), La Mina (Paris 3rd), Istr (Paris 3rd), Le Syndicat (Paris 10th) or the Fat Cat (Toulouse) or the Snug (Pau ).
Better still, armagnac appears for the first time in the list of spirits that participants in the Trophées du Bar will have to use to invent their original cocktails - and try to win, on May 11, the most important bartender competition in France.
"There are very few classic cocktails made with armagnac.For a bartender, it is very inspiring since it is not limited to imagining yet another twist.There is a new page to write", explains Fernando Castellon , organizer of the competition and author of the Larousse des Cocktails.
This new passion for armagnac is obviously in line with the trend of retro spirits and “made in France”.It is thus, still today elaborated in an artisanal way and as explained by Giovanni Allario, the bar manager of the Syndicate.: "Its very ancient history - 700 years of age - and its family tradition touch me a lot".
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Posted Date: 2020-09-29