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Flaviar creates Cognac through ‘crowdtasting’

Spirits subscription club Flaviar has launched Frérot XO Cognac, produced in collaboration with 800 of its members through ‘crowdtasting’.

Frérot XO Cognac Assemblage de Crus is described as ‘the people’s Cognac’

Flaviar, which launched in October 2017, offered its members the chance to co-create their spirits for the first time with the aim of “bringing Cognac to new audiences”.

Flaviar chose three XO blends for the ‘crowdtasting’ and shared them with members in a tasting box delivered to subscribers’ homes.

As a result of feedback from the members, the finished product is Frérot XO Cognac Assemblage de Crus – dubbed “the people’s Cognac”.

The expression is a blend of eaux-de-vie from all six Cognac crus, aged in French oak barrels for a minimum of 20 years and up to 35 years.

Bottled at 42% abv, it is described as “deep in flavour with a hint of spice, but also approachable – a structure slightly reminiscent of old Bourbon”.

“With ‘flavour to the people’ being Flaviar’s mission from the start, we could hardly think of a better challenge to take on as we set out creating our next very own spirit,” said Griša Šoba, co-founder of Flaviar.

“We wanted to address this by including the people – our members – in the creation of Frérot.”

Limited to 2,000 bottles, Frérot XO Cognac Assemblage de Crus will be available to non-members for the first time, and is available to purchase online for US$130.

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