The old adage about necessity being the mother of invention springs readily to mind when you hear the story of Jean-Luc Pasquet. In 1970, he took over a Cognac vineyard at Chez Ferchaud, a few kilometres southwest of Châteauneuf-sur-Charente, from his uncle Albert Brisson.
Things got off to an excellent start. The weather was glorious and the 1970 harvest was abundant – ideal when your business model is predicated on selling to the big Cognac houses that dominate the industry. Life, in other words, was good.
But then came the oil crisis and a downturn that badly affected trade in Cognac, prompting Jean-Luc to think again. Amy Pasquet, his daughter-in-law, takes up the story. ‘He said, “I have some really unique terroir; I’m going to make my own label,”’ she explains. And so, in 1977, Cognac Jean-Luc Pasquet was born. Soon, Jean-Luc’s Cognacs were picked out and praised by a German journalist, prompting interest from Germany, Sweden and the UK – and the company, today run by Amy and her husband, Jean-Luc’s son Jean, hasn’t looked back since.
Cognac is replete with individuals like Jean-Luc Pasquet. Often they are the unseen drones of a multibillion-euro industry, toiling in vineyard, winery, distillery and cellar to fuel the engines of the quartet of titans that dominate global trade: Hennessy, Martell, Rémy Martin and Courvoisier. But to those in the know, they shine a new and very different light on a corner of rural France that continues to produce the finest brandy in the world. ‘Cognac is so artisanal when you go outside of [the big four houses],’ says Amy. ‘I think a lot of people coming from the world of Scotch and other spirits think it’s kind of boring. But you have 250 artisanal brands with their own vines – it’s a joy to explore.’
Cognac is so artisanal when you go outside of the big four houses – it’s a joy to explore
– Amy Pasquet
As well as being the source of high-quality, excellent-value and sometimes downright quirky Cognacs, these small producers provide enthusiasts with no shortage of fascinating rabbit holes of flavour and provenance down which they can happily vanish. They are the antithesis of the blended VS, VSOP and XO bottlings that dominate shelves and back bars from Shanghai to San Francisco. Jean-Luc Pasquet’s vineyards – 15ha (37 acres) now, spanning the Grande and Petite Champagne crus – are all farmed organically, which is no small feat in this Atlantic-influenced, notoriously humid part of western France. The Pasquets rely heavily on weather stations and apps to ensure the vines get the right treatment at the right time. ‘Our two vineyards are only 5km [3 miles] apart but they have very different microclimates,’ says Amy.
As if organics didn’t make life difficult enough, the Pasquets are also huge fans of Folle Blanche, the grape variety that dominated the pre-phylloxera Cognac vineyards but has fallen heavily out of favour since, on account of being fiendishly difficult to farm. (About 98% of Cognac plantings are now Ugni Blanc.) An annual JL Pasquet bottling of a 10-year-old cask of Folle Blanche is a perennial highlight.
Jean-Luc Pasquet set up his business as a négociant; this meant he could bottle other people’s Cognacs, as well as his own, though he had no need to do so in the early years. In 2018, however, demand was such that the company ran out of its own aged stock. What resulted was L’Esprit de Famille, later renamed Trésors de Famille single-cask bottlings of Cognacs produced by small grower-distillers – known as bouilleurs de cru. It began with Le Cognac de Bernadette, a 1974 Cognac from Bouteville in Grande Champagne, and it has continued with bottlings of Le Cognac de Paul, Claude and André-all namechecking the producers in question. ‘For me, all of these vintners are the unsung heroes of Cognac’, says Amy Pasquet. ‘They’re selling to big houses, making really fine products and never getting any credit.’
It’s one thing to know that there are many dozens of small producers out there, but quite another to be able to track down their Cognacs, short of conducting your own painstaking tour, cellar door by cellar door, of the Charente region. Here specialist retailers such as The Whisky Exchange are a great place to start, unlike the multiples, they take the trouble and have the space to stock a much broader range of smaller producers and interesting bottles.
If this were Scotch whisky, of course, enthusiasts on a quest for obscure single malts would turn to independent bottlers but that concept is far less common in Cognac. The superb selection offered by David Baker’s Hermitage Cognacs has long been an exception to this rule, as are the releases of Cognac Sponge from bottler Decadent Drinks, then there’s Through The Grapevine (TTG), an independent bottling offshoot of French retailer La Maison du Whisky in association with Italian importer Velier.
Now managed by Antoine Rouchard, TTG was revamped two years ago, with Bouchard setting out to create a rolling annual release programme of single-cask Cognacs spanning from the 1930s to the 1990s in colour-coded bottles designating the region’s different crus. Unlike most Cognac operators, TTG encourages its partners to minimise any reduction in alcohol, everything is geared to reject homogeneity. ‘The idea of TTG is to unearth the “hidden gems” of the region, not to go towards the big four like Hennessy – although they’re doing a great job, don’t get me wrong’, says Bouchard. ‘We want to emphasise that the big brands are blending subregions, thus erasing, in a way, the identity of the grape and the distillate. Instead, we want to focus on how the soil influences the final product.’
The result, in the most recent round of TTG releases, is an eclectic selection of idiosyncratic Cognacs. There’s everything from a benchmark Grande Champagne from Jean Fillioux (Lot 63, signifying a blend of mainly 1963 eaux de vie with a little 1965) to a totally out-of-the-box Château de Beaulon 1988 Fins Bois. Created by the remarkable Christian Thomas in the far south of the region, close to the Gironde Estuary, it’s bottled at a muscular 55.2% ABV and eschews the ubiquitous Ugni Blanc for a unique blend of obscure grape varieties: Colombard, Montils, Folle Blanche and Folignan.
If Beaulon waves the flag for Fins Bois, TTG’s remarkable Matixion Lot (yes, 45 as in 1945) does the same for the often overlooked Bons Bois cru – although it’s sadly out of stock now. ‘It’s really about showing that there is no subregion inherently better than another’, says Bouchard. ‘To me, Bons Bois Cognacs are amazing and it’s such a shame that Grande Champagne is seen as the greatest cru.’
While a terroir-focused, provenance-rich approach to Cognac remains predominantly the preserve of smaller operators, others are taking note. Delamain – a specialist in long-aged Cognacs of XO grade and above – is now managing its own Grande Champagne vineyard, as is Hine. And Frapin, with its 240ha (600-acre) estate at Château de Fontpinot, has always been rooted in the soil surrounding its vines.
Drinkers around the globe are changing and Cognac – ever so slowly – is changing with them
The largest operators remain predominantly focused on their core VS, VSOP and XO blends, but the philosophy is shifting here, too. ‘For me, the approach for Cognac has to be much more precise, like the grands crus we have for our wine regions in France,’ says Baptiste Loiseau, cellar master at Rémy Martin. ‘We see more and more small producers going with much more information on the label.’ In 2022, Loiseau released Rémy Martin L’Étape in France, a 7,000-bottle release that blended 14 eaux de vie sourced from growers across Grande and Petite Champagne who have achieved HVE (High Environmental Value) certification – complete with a paper wrapper featuring grower testimonials, a map and a QR code for more information. Rémy Martin Tercet, meanwhile, highlights the respective roles of wine grower, distiller and blender.
At Martell, cellar master Christophe Valtaud has created the Martell Single Cru Collection – a six-strong range of Cognacs including three Discovery Edition products (Petite Champagne, Borderies, Fins Bois), two Aged Editions (Grande Champagne XO, Borderies XXO) and one Vintage Edition (Borderies 1999). As well as showcasing Martell’s signature Borderies origin, these Cognacs challenge preconceptions, particularly the younger Discovery Edition trio. ‘Before tasting, people think that the Petite Champagne will be the best, but the best Cognac at this stage and the biggest pleasure to drink is the Fins Bois,’ explains Valtaud. ‘Fins Bois eaux de vie find balance more quickly than Petite Champagne, which is more spicy and a little bit less easy to drink. People think that Fins Bois and Bons Bois are not the best, but it’s not always the case.’
Drinkers around the globe are changing and Cognac – ever so slowly – is changing with them. ‘In England, America and China, I see the new generation wanting to know what the size of the cask is, or how many bottles we produced in this special vintage,’ says Delamain cellar master Charles Braastad. ‘I think that this is our time; the world has become more informed and more interested. People just want to know what it is that they are drinking.’
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