Cognac launches the “Summit” cocktail on international markets

World Cognac

Cognac launches the “Summit” cocktail on international markets
In 2007, Cognac made the highest turnover in its history following six consecutive years of expansion. The BNIC (Cognac Trade Bureau) has used this worldwide success of the appellation to launch in record time its new cocktail called “Summit”. Fragranced with aromas of fresh ginger and lime, made with VSOP, the worthy successor of “Brandy Alexander” is destined to become an international bestseller. It was an immense challenge for which the BNIC invited, from January 20th to 24th, the planet’s finest mixologists, as well as specialised press journalists. Let us now take a look at this unique creation and the story of a marvellous venture.

The huge wave of Cognac all over the world

More than 50 000 people make their living from Cognac, produced almost exclusively in Charente and Charente-Maritime; it generates 17 300 direct jobs. In total, 75 000 hectares are devoted to growing the six grape varieties of the region of production established in 1909 and 600 million litres of Cognac are distilled every year.
Since the creation of the Cognac AOC in 1936, this area beat, in 2007, its record of exports, with almost 160 million bottles consumed throughout the world; that is to say 5 bottles per second… 70% of consumption concerns aperitifs (cocktails, long drinks …) and this marks a break away from the traditional way of serving Cognac as an after-dinner drink in France.

For more than a century, Cognac has enjoyed an excellent position in the United States (leading market for exports with 39%), especially amongst Afro-Americans. From New Orleans to the trendiest bars in Manhattan, Cognac has place of honour and the phenomenon has grown since the arrival of rap, which has made Cognac the symbol of hip-hop culture. In Mexico, the United States and Canada, export sales have increased by 5.7%. The trend naturally has repercussions in all places associated with partying, as confirms Hedi Mesme, barman at the ‘Byblos’ in Saint-Tropez, who formerly won the Scott Cup and the Schweppes Mixology Cup in 2007.

To this success is added the emergence of new markets in the East and Far East, countries where there is a considerable consumption of strong spirits of superior quality (+12% increase on this market, which makes it the second market for export via Singapore). The third market remains the United Kingdom.

From the dark shadows of an ageing cellar into the bright lights of the night …
the explosion of a fashion trend

It is a fact that Cognac has a legitimate and historical presence in cocktail-making. The importance it has gained in night bars has encouraged producers to pool their passion for this product with the technical skills of specialists, to create the latest leading product of the appellation.

Download the recipe: Go to BNIC website