The other day someone came up with the question, hey why isn’t Armagnac such a big brand.. and why are only the cognac houses so famous? Well… good question. The cognac houses have a long tradition of marketing and export – the dutch merchants back in the 19th century exported to the Netherlands, the English to London and so on.
Cognac is not the better product but it has the better brand and most certainly the better communication. It’s quite simple. The top houses like Courvoisier, Hennessy, Remy Martin and Martell are world famous – but can you name an Armagnac producer or brand? No you can’t . but you think of even more cognac brands such as Conjure and Camus. Yes, that’s just the truth. Armagnac will probably never catch up with cognac’s fame and now it’s already too late. The marketplace is taken by cognac, and its little brother Armagnac remains in the shade.