By Max

++ UPDATE ++ as we found out some time ago, here’s Martell’s new Blue Swift product. +++

In my free time, I like to browse trademark database websites like to spy a bit on new trademarks of Cognac houses.

Release Spy: Secret Future Cognac Releases

Why is that interesting? Because it can give us an idea what’s the next big release of a cognac company.

Hennessy XXO

Wow, what could this be? I could imagine some sort of XO Cognac which is older than the XO, and perhaps positioned between Hennessy Richard and the XO. Filing date of trademark: 2015-05-20. This is suspicious! Owner: Société Jas Hennessy & Co.

This information is available to the public, here.

Status: Active

Hennessy Commande Imperiale

The category: Alcoholic beverages except beers; alcoholic cocktails. I wonder whether this is supposed to be a cocktail or a new Hennessy Cognac. Owner: Société Jas Hennessy & Co. Filing date of trademark: 2014-06-20. We even found a little trademark logo.. which makes me think more of a cocktail. There is a little detail in the description I found “prepared alcoholic cocktails”. Could this really be a alcopop-drink, a ready-made cocktail with Hennessy Cognac?







Martell Blue Swift

Is this perhaps a well kept secret? The name Martell Blue Swift was filed 2016-01-20. The category is brandy, cognac, bourbon, whisky, distilled beverages, spirits – interesting to see ‘whisky’ here. As this is a trademark for France and the name ‘Martell’ appears, I’m pretty sure that Pernod-Ricard is behind  this. Also, the word ‘blue’ tells us a lot. A new product? Perhaps a VSOP or Napoleon Cognac?

Idyille Cognac (or Idylle Cognac)

Something else we found is Idylle Cognac: The product actually already exists but currently seems to be under-the-radar.
There are exactly 4 things in the internet: Trademark registrations, a twitter, facebook and instragram account and a website. Trademark was filed April 1, 2016.

Release Spy: Secret Future Cognac Releases

All we found is “The perfect blend of the finest Cognac and fresh natural French dairy cream.”


Elixor: Fine Cognac Vodka

Good lord – what is this… ELIXOR FINE COGNAC VODKA was filed September 18, 2015 and we even found a picture of this still-under-the-radar product.

Release Spy: Secret Future Cognac Releases

In the trademark description it reads: The color(s) black and gold is/are claimed as a feature of the mark. The mark consists of the stylized wording “ELIXOR” in black, with a gold swirled line appearing behind it. The stylized wording “FINE COGNAC VODKA” appears beneath in black with a gold outline. The color white represents transparent background and is not claimed as a feature of the mark.

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Max is a spirits expert and speaker, into marketing, technology, startups, and business development. He’s also a farmer. He likes tools and machines, Game of Thrones, and Better Call Saul. Included in his Top 10 Cognacs are the Audry XO and Bache Gabrielsen 1973.Max founded Cognac Expert in 2010 at his family’s estate in Poullignac, in the Cognac region, France. Started as a blog, today Cognac Expert is the world’s largest website about all things Cognac, a blog, and a specialized online shop featuring 800+ different Cognac bottles.

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