Armagnac remains immune to the recession. In 2008, the Armagnac market boasted growth of 14.3% in volume and enjoyed a 16.3% increase in value in the French retail segment, unlike other spirits that only achieved more moderate overall growth of 2.1% in volume and 4.5% in value.
Sales progressed both in France (+15%) and in the international market (+9%), according to the estimates of the Bureau National Interprofessionnel de l’Armagnac.
Taking full advantage of this buoyant trend, Marquis de Montesquiou – a member of the Pernod Group and one of the most illustrious Armagnac houses in France – decided to enhance the status of its Armagnacs by dressing them in swathes of light equal to their prestige with a view to allowing connoisseurs more easily to discover these inestimable treasures. Boasting an exceptional heritage in eaux-de-vie (the oldest bottle in the new collection dates from 1865), CLTG worked on two types of presentation: a range of vintage brandies and a series of special cuvées.
The agency designed a matt black case for the oldest vintages and a matt white case for the more recent years, adopting a tone of great sobriety to express the sheer authenticity of the brand. The graphic design highlights the expressive power of the Montesquiou signature reinforced by the more discreet signature of the family coat of arms presented in a subtle interplay of gold and silver. Drawing on their knowledge of the ultra-luxury market, the agency included at the back of the casket the discreet luxury of a metal plaque engraved with the family coat of arms. Each bottle and casket are individually numbered and include a certificate of authenticity signed by the Cellar Master, and tasting notes drawn up by Andreas Larsson voted ‘best sommelier of the world’ in 2007.
The Montesquiou Armagnacs will initially be launched in Russia before becoming commercially available in the rest of the world, notably in the USA where demand for these spirits has proved to be very strong.