Sazerac creates ‘white’ Cognac with Quavo

American rapper Quavo has partnered with Sazerac to launch White X Cognac, designed to “challenge” the category.

The expression will only be available in the US, with the first 100 bottles to be released on online retailer BlockBar on 7 February, available for US$60.

The Cognac is ‘golden straw’ in colour and offers ‘ gentle white stone fruit, creamy and soft vanilla’ flavours on the palate.

“What I love about White X is that it’s an entirely different drink experience than any other type of Cognac,” said Quavo.

“I’m a big believer in challenging the status quo, and I think that’s the role of white Cognac. White X is for those who aren’t afraid to shake things up, put in the work and celebrate their accomplishments. This is the drink they’ve been waiting for. Neat or in a cocktail, White X is smooth and sippable – a reward for the hustle.”

White Cognac is typically aged for a shorter period than traditional Cognacs, though Sazerac confirmed White X is aged for the required two years. The brand said it used a white grape from the Champagne region in Cognac, “where the soil is the chalkiest and produces the desired acidity of the eau de vie” and adapted its distillation and ageing methods to “preserve the fresh and fruity characteristics of the grape”.

Jess Scheerhorn, global Cognac brand director at Sazerac, said: “White X challenges the traditional Cognac category with its fresh and light taste – it’s a total departure from many pre-conceived perceptions about Cognac overall.

“Quavo’s electrifying style and willingness to break down barriers makes him the perfect fit to help us debut this brand.”

As well as Sazerac de Forge Cognac, Sazerac’s portfolio comprises multiple Bourbon and rye whiskey brands, including Buffalo Trace, George T Stagg and Eagle Rare.

Cognac has been losing market share in the US to Tequila, with the owners of Rémy Martin and Hennessy reporting sales drops in recent months.