Sazerac, a name synonymous with American whiskey giants like Buffalo Trace, is making a serious play for prominence in the world of luxury cognac. Their 2016 acquisition of the Domaine Breuil de Segonzac estate in the heart of Cognac’s Grande Champagne region represents a calculated, and increasingly successful, foray into a fiercely competitive market. But this isn’t simply a brand extension; it’s a deliberate investment in a heritage and a distinct approach to crafting cognac.
A Legacy Resurrected: The Domaine Breuil Acquisition
The Domaine Breuil de Segonzac estate, sprawling across 220 acres in Grande Champagne, boasts a history steeped in bio-organic viticulture. Previously owned by the Brillet family, known for their dedication to sustainable farming practices – a rarity in Cognac – the estate offers a prime location and a foundation built on a commitment to quality. While specific details regarding the exact grape varieties employed remain somewhat guarded, Shanken News Daily (SND) reports the estate utilizes a diversified approach, moving away from the industry’s predominantly Ugni Blanc base.
Relaunch and Initial Release: ‘Finest Original’
In 2019, Sazerac rebranded the estate as Sazerac de Forge & Fils. This evocative name harkens back to a Sazerac family-founded Cognac house that ceased operations in the late 1800s, a casualty of the devastating phylloxera epidemic. The initial release, the 7-year-old blend known as ‘Finest Original,’ immediately signaled a departure from the norm. This blend demonstrated a nuanced complexity that challenged the prevailing focus on youth and straightforward flavor profiles.
Expanding the Portfolio: XO, Vintage, and the 50-Year Old
Since the relaunch, Sazerac de Forge & Fils has unveiled a trio of further expressions. An XO release, followed by a single vintage bottling, and most notably, a remarkable 50-year-old Cognac. The latter, in particular, has garnered significant attention, showcasing the potential for age-statement Cognacs to deliver exceptional character.
What This Means for Consumers
The success of Sazerac de Forge & Fils isn’t just about launching a new brand. It reflects a growing consumer interest in Cognac beyond the established giants. The estate’s focus on bio-organic practices and diverse grape selection translates to a product with potentially greater complexity and character. Furthermore, Sazerac’s investment signals a willingness to explore older age statements, a segment often dominated by smaller, independent houses.
Pros and Cons
Pros:
Diverse grape selection, commitment to bio-organic practices, access to exceptional age statements (particularly the 50-year-old), a compelling brand narrative.
Cons:
Sazerac’s reputation is largely built on American whiskey; transitioning this reputation to Cognac could be a challenge. Limited publicly available information regarding the exact production methods and specific vineyard plots. Pricing reflects the brand’s premium positioning.
