Two spirits industry veterans have partnered with the head of a venture capital fund to launch a premium Cognac in the US.
Jerome Hyafil and Patrick Charpentier, founding partners of US-based French wine importer Brickell Wines, announced last week the release of Nyak Cognac. Hyafil served as head of manufacturing at The Seagram Co, while Charpentier is the former CEO of A de Fussigny Cognac – a joint-venture with Remy Cointreau.
Also involved is Dennis McKinley, the CEO of investment group Detroit Equities.
According to the founders, Nyak targets a shift in US consumers’ perception of Cognac from a digestive to a “casual, fun-loving, and informal” beverage choice. US rapper Young MA is a brand ambassador for the Cognac, and features in a social media campaign called ‘Celebrate Success Artist Series’.
Nyak Cognac will initially be on sale in Florida, Texas, Georgia, New York, New Jersey, Missouri, Illinois, Kentucky, Delaware and Connecticut.
In January, trade group the Distilled Spirits Council of the United States reported that Cognac in the US saw a 17.9% year-over-year volumes leap in 2020.
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