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William Grant & Sons steps into Cognac with La Guilde du Cognac "partnership"

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William Grant & Sons has entered the Cognac category through a tie-up with La Guilde du Cognac.

La Guilde du Cognac will work with William Grant to create new products

La Guilde du Cognac will work with William Grant to create new products

The companies said late yesterday that they will work together to create the "world's first extensive collection of single terroir Cognacs". A spokesperson told just-drinks the agreement is a "partnership" in which the two companies will initially distribute existing products to new markets and in time will progress to developing new products together.

La Guilde du Cognac already produces a range of single terroir Cognacs for distribution in France, Spain and Portugal. William Grant said other launch markets will be selected at a later date.

Financial details of the partnership have not been disclosed.

"We're delighted to welcome La Guilde du Cognac into our premium spirits portfolio," said William Grant CEO Simon Hunt. "La Guilde du Cognac complements our brands and opens up an exciting new category for our business."

La Guilde's current collection comprises one Cognac from each of the area's six Cognac-producing regions. The company has chosen one village from each of the regions to represent the different terroirs. The Cognac's sell for about EUR70 (US$82) per bottle, with price varying on the village and the vintage.

Cognac sales have rebounded strongly in the past two years after weakness in China threatened premium spirits sales. Demand in China has returned, bolstered by gains in the US. According to recent research from The IWSR and just-drinks, Cognac volumes are forecast to continue their recent growth, reaching more than 17m cases by 2021. The US and China are expected to lead the charge, supported by Russia and a number of other medium-weight and emerging markets, including South Africa, Canada, Indonesia, Nigeria and India.

How is the future shaping up for Cognac and Brandy? - Research in Focus


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