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Armagnac’s back: how younger styles are shaping a new era
By Clinton CawoodWhile older vintages of Armagnac are still popular, newer expressions are becoming a hit with bartenders around the world, and subsequently with younger consumers.

*This feature was originally published in the October 2024 issue of The Spirits Business magazine.
As consumer preferences change, and Armagnac producers court a new generation of drinkers, approachable and youthful expressions are gaining ground, in contrast with the older, traditional bottlings the category is known for. Time will tell whether there is room for both.
“There is a much deeper appreciation for younger profiles, and even those created to be drunk on ice, whereas once upon a time it was more about old, classic styles,” says Amanda Garnham, consultant to Bhakta Spirits. “There has definitely been a shift in recent years, certainly with the younger generations that are taking over from their parents and grandparents.”
At Maison Léda, which has Château de Laubade in its portfolio, older Armagnacs still account for the majority of sales, although co-owner Denis Lesgourgues acknowledges the rise of newer styles. “It’s true that some of our younger, fresher and more fruity Armagnacs have gained popularity in recent years, post-Covid,” he says, citing the example of the brand’s Signature four-year-old as one that is attracting new consumers.
Modern drinking trends
Claire Ollagnier, sales area manager for Spirit France Diffusion, which includes Janneau Armagnac in its range, is also seeing a change. “There has been a noticeable shift in the Armagnac category towards younger, more approachable styles that align with modern drinking trends,” she says, adding that Janneau has long since offered versatile expressions for mixing in cocktails, namely its VS and VSOP.
At Domaine d’Espérance, changing consumer preferences have led to success with its unaged Cobrafire Blanche Armagnac, as well as its VS expression – so much so that the latter will soon be launched in France after being well received by US bartenders, according to owner Claire de Montesquiou. “Cocktails are very important for us, particularly the new generation of sophisticated cocktails with expensive ingredients prepared by imaginative bartenders,” she says.
The success of a cocktail-focused approach is dependent on the market, of course. As IWSR senior market analyst Chris Budzik says: “In the US, there is a noticeable shift towards younger Armagnac expressions being used in cocktails. Younger styles like VS and VSOP are versatile bases for a wide range of cocktails and are gaining popularity in the mixology scene.”
The same isn’t necessarily the case in the category’s domestic market, according to IWSR market analyst Arthur Derail. “In France, the category is trying to reinvent itself via new consumption moments, such as in cocktails and food pairings, but this is still a relatively niche phenomenon, and it doesn’t offset the volume declines seen in retail,” he says, pointing out that Armagnac volumes declined by 4% between 2022 and 2023 in this market.
Whatever the category is doing in the US, it’s working. After a volume decline of 10% compound annual growth rate (CAGR) from 2018 to 2023, according to IWSR, this slowed to a dip of 1% from 2022 to 2023, and is set to grow by 1% CAGR from 2023 to 2028.
Lesgourgues points out that Laubaude was already being promoted in cocktails, at least in the US, nearly two decades ago. “Back in 2005, the Michelin-starred restaurant The Modern, located at the MoMA museum in New York City, was already offering a Laubade Sidecar cocktail,” he says.
Maison Castarède, meanwhile, is focusing on its blanche and VS expressions for cocktails, as well as its relatively new Gaspard de M range, aimed at bartenders. It has already launched in the US and Taiwan, according to owner Florence Castarède. “There is a market for blanche and young Armagnac, although sometimes it is difficult to promote these because the big companies can provide a budget to bars, and can propose a large range of spirits – it’s more complicated for a bar owner to promote just one or two references of Armagnac,” she says.

New consumers
Bhakta Spirits takes a different approach to promoting Armagnac via cocktails, and to drawing new consumers into the category. For mixing, the company focuses on its Bhakta 1928, a blend of rye whiskey, XO Calvados, and Armagnac from vintages between 1928 and 1996, with an accessible RRP of US$69. In the on-trade, this is promoted in a 100-Year-Old Fashioned, according to Andrew Lohse, Bhakta’s head of attention. “As we ramp up our production capabilities in France, we will be releasing younger expressions,” says Lohse. “For now, our main focus has been on single vintages with deep age, and on unique and innovative blends like Bhakta 1928 that can introduce whisky lovers to Armagnac – especially deeply aged Armagnac.”
The approach is proving to be fruitful, he says, referencing e-commerce data that shows first-time customers of blends like these trading up to single-vintage Armagnacs in subsequent orders.
Meanwhile, other styles of Armagnac are appealing to consumers. “There seems to be a strong focus on single-varietal Armagnacs, and more cask strength styles coming out of these family houses,” says Garnham. “The other innovation is Armagnacs finished in different spirit barrels, even if this means that these can no longer be called Armagnac according to the AOC laws.”
According to Garnham, a local cooper is seeing a growing preference from producers for lighter toasting of barrels to preserve the spirit’s fruit characteristics. For Castarède, this is a response to changing drinking trends. “Consumers now prefer a fruity Armagnac,” she says.
Where does all of this leave the mainstay of Armagnac, the long-aged, vintage expressions so characteristic of the region? According to most in the category, they will continue to have a place. “In the US, older expressions of Armagnac continue to hold their prestige, especially among connoisseurs and in higher-end venues,” says IWSR’s Budzik. “Older vintages still appeal to those seeking sophistication and tradition. These expressions remain important for gifting and fine dining, maintaining their place in the premium market despite the rising popularity of younger styles.”

Ollagnier confirms: “Janneau’s older, traditional Armagnacs remain crucial for the maison. They embody the rich heritage and complexity that connoisseurs deeply appreciate. They offer a depth of flavour and craftsmanship that resonates with consumers seeking authenticity, timeless quality, and a more refined drinking experience.”
Lesgourgues at Laubade adds: “Armagnac enthusiasts around the world seek out our vintages and super-premium Armagnacs because they realise that these offer the greatest value compared to expensive Scotch whiskies and Cognacs.”
For de Montesquiou, traditional and more contemporary, youthful expressions “will cohabit easily – once Armagnac is discovered in one style, the consumer will hopefully want to discover it in the other style”.
That would be the best outcome – introducing new Armagnac drinkers not only to the category’s accessible, mixable side, but leading them to the riches of its vintage expressions too.
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