The Independent Bottlers of Cognac & Armagnac

Independent bottlers are carving out a distinctive space in the Cognac and Armagnac world, introducing a fresh and dynamic approach to these classic French spirits. While the industry has long been defined by its traditions, family legacies, and established houses, independent bottlers bring a wave of originality, modernity, and boldness. By sourcing unique casks, emphasizing transparency, and focusing on quality above all else, they offer an exciting alternative to the standard releases, catering to a growing audience of demanding spirits enthusiasts seeking something a little bit bolder, perhaps more singular, and often more out of the ordinary. In this article, we’ll explore the rise of independent bottlers, their unique perspective, and how they’re reshaping perceptions of Cognac and Armagnac without abandoning the rich history that underpins these spirits.

From understanding their priorities—such as product transparency, single cask bottlings, and high-proof releases—to hearing directly from some notable bottlers, this article delves deep into the world of independent bottlers. The interviews with four independent bottlers can be found in the second half of this article. But first, some groundwork is needed.

What We Call Producers

The Cognac region boasts a diverse array of producers. While they may all be working towards the same goal – that is, crafting Cognac – their modes of operation, production capabilities and capacities will differ. For simplicity, we commonly refer to them as “producers” but let’s quickly explore the different types and how they generally operate. At the end, we will include a new producer type: independent bottlers. 

Viticulteur (Winegrower): The viticulteur is the foundation of Cognac (and Armagnac) production, responsible for cultivating and maintaining the vineyards. This includes planting vines, pruning, and nurturing them until harvest. Viticulteurs are dedicated to producing grapes, the essential raw material for Cognac production. According to the BNIC, there are 4400 winegrowers in the region. They often sell their wine for distillation, though some manage their production process entirely in-house, from distillation, to aging, to blending, to bottling and to commercialization. But let’s be clear, the word viticulteur refers to someone engaged in winegrowing.

Distillateur (Distiller): The distillateur plays a crucial role in transforming wine into eau-de-vie through the double distillation process. Recall that in Armagnac, a single continuous distillation process is typically employed. Within this profession, there are two sub-categories: the bouilleur de cru, who distills his or her own wine, and the professional distiller, who distills wine for others or purchases wine which they distill for their own production. According to the BNIC, there are 3395 bouilleurs de cru and 120 professional distillers in the region. Both contribute to producing the spirit that will eventually become Cognac. Without a distiller, there is no Cognac. Period. 

Negociant (Merchant): The negociant is responsible for overseeing the production and commercialization of Cognac. There are several sub-categories within this profession, but at the most broad level, the BNIC indicates that there are 270 negociants in the region.

• Negociant Proprietaire: A merchant who owns vineyards and produces Cognac from his or her own harvest, but can source Cognac from outside the domaine’s production to be aged for later sale, or sold immediately.
• Negociant: A general merchant who purchases eau-de-vie or finished Cognac to bottle and sell under its own label. They do not possess any vines, nor do they distill. In most cases, negociants maintain longstanding and close relationships with partner viticulteurs and distillers in the region. 
• Negociant-Eleveur: A merchant who specializes in aging eaux-de-vie to only be bottled and commercialized at a later moment. This type of negociant will purchase either young or old Cognac, but a major emphasis is placed on aging it under their own care, in their own chai, with their own oak policy, etc. – not unlike a parent raising a child, or a shepherd guiding his or her flock.
• Negociant à l’Etat Pur: A merchant purely focused on the trade of finished Cognac products. This status generally sees quicker exchanges of eau-de-vie or Cognac from one set of hands to another.

Grower-Distiller: The grower-distiller combines the roles of viticulteur and distillateur. They cultivate their own vineyards, produce wine, distill it into eau-de-vie, and often age and bottle their Cognac independently. This holistic approach ensures complete control over the production process and the creation of unique, sometimes terroir-driven Cognacs.

But let’s go one step further and add another category to this list: independent bottlers. This producer category is indeed a recent phenomenon in Cognac (and Armagnac), really beginning in earnest around the years of the pandemic. However, while it is only recent in Cognac and Armagnac, independent bottler is a well-established producer type in single malt scotch whisky, existing for decades. Take a look at Gordon & MacPhail, Signatory, or Cadenheads – to name just three examples out of hundreds. 

Is an independent bottler a producer per se? Not in the true sense of the word, but for the rest of this article, I will consider them that way since after all they are responsible for putting some serious Cognacs and Armagnacs in bottle and getting those bottles out to their respective audiences. So in that sense, to me they can indeed be labeled as producers, just ones that stretch our preconceived notions of what a producer is.

What is an Independent Bottler?

An independent bottler of Cognac is a business, group, or individual that selects, sources and bottles Cognac under their own label, rather than producing and marketing the spirit made exclusively by a single, existing house. Unlike Cognac houses, independent bottlers often select rare or unique casks from smaller growers and distillers, craft their own blends (although this is pretty rare as of 2024), and present them as distinctive expressions with their own brand identity. These bottlers can really come from anywhere; in fact, most are not based in France at all, although of course there are some interesting French indy bottlers coming onto the scene of late.

The term independent bottler is somewhat misleading since these very bottlers depend largely on the Cognac producers themselves. A more proper term would indeed be dependent bottlers, but for whatever reason that name didn’t stick. The indy bottler is making the selection and is in control of the design process, branding, distribution, and sales, but they rely on the producer for the spirit, the bottling, and the labeling. Close partnerships are formed. 

Independent bottlers offer an alternative way to experience Cognac, particularly appealing to demanding spirits enthusiasts, who want something beyond the consistent standard releases from existing Cognac houses. Whereas a typical Cognac producer embraces traditions often dating back centuries, consistency in its products, blends, and/or a house style, independent bottlers are looking for eccentricity, singularity, uniqueness, and quality often from a single barrel. 

Plenty more will be said on the interests and priorities of independent bottlers in the paragraphs to follow. 

Some Current Players

Here is a non-exhaustive list of currently operating independent bottlers in Cognac and Armagnac:

• Malternative Belgium (Belgium)
• Grape of the Art (Germany)
• Kirsch Imports / Wu Dram Clan / Grapediggaz (Germany)
• Decadent Drinks (United Kingdom)
• The Whiskey Jury (Belgium)
• La Maison du Whisky Through the Grapevine (France)
• Distilia (Poland)
• Roots (Belgium)
• Swell de Spirits (France)
• Maltbarn (Germany)
• PM Spirits (USA)
• Authentic Spirits & Amateur Spirit (France)
• POH Spirits  (France)
• Zero 9 Spirits (France)
• Vagabond Spirits (France)
• In2Spirit (Belgium)
• ROW Spirits (Italy)
• The Spirit Traveller (Germany)

And so many more…

Interests and Priorities

Just as the Cognac houses themselves have their own interests and priorities, so too do the independent bottlers. Below find a list of things that independent bottlers generally adhere to. Each bottler might vary in the degree to which they stick to and communicate on these interests and priorities, but I find these mostly to be true.

Natural color

Absolutely no E150 coloring. Out of the question. This is typically stated on the label.

No additives

Absolutely no sugar or boisé. Impossible, except in very specific cases, typically involving older eaux-de-vie where sugar or boisé might have been added decades ago.

No chill-filtration

Chill-filtration is believed to strip the eau-de-vie of some of its aromatic and textural qualities, so it is bypassed in favor of much much lighter filtrations. This too is often stated on the label.

Single cask bottlings

From a single vintage or Lot N° (Lot N°s are commonly understood to indicate the distillation year). Blends are rare, although Decadent Drinks and Grapediggaz dabbles in this, with interesting results.

Cask strength or high proof

You just won’t see anything at 40%, and if you do, it’s because the spirit is 70 to 100 years old and naturally reduced to that level before being transferred to a glass recipient. Most indy bottler Cognacs and Armagnac are either bottled at their natural cask strength or at a higher proof following slow, precisely measured reductions. 

Transparency 

With regard to production details, it’s all about knowing what’s in the bottle. Whatever can legally be put on a label, will be put on that label so that the customer knows exactly what is in the bottle. In most cases, the producer where the spirit comes from is mentioned on the label. In other cases, and for a variety of reasons, the producer of the spirit may ask to be kept anonymous, so the label will say Secret, Unknown, a Distiller, etc. Generally speaking though, the bottlers and the producers themselves are both prominently featured. 

The Liquid

The inherent quality of the liquid in the bottle is of utmost importance. This is a common denominator between the indy bottlers and the houses themselves. Of course an established Cognac house is keenly interested in bottling the best stuff. It’s just that indy bottlers and the houses diverge in what they each consider to be the best version of that spirit. Moreover, their respective audiences generally have different expectations. For example, just because someone is a big fan and repeat buyer of the Prunier XO, does not mean they will seek out or even be a fan of an indy bottler Prunier, and vice versa. They are two different audiences with less overlap than one might believe – for now at least. 

Disdain for excessive packaging

Over-the-top and costly presentation (decanters, boxes, bling, etc.) is avoided, though label design and bottle choice can still be fun, original, and/or modern – most are, in fact. But by and large, when one purchases an indy bottler Cognac or Armagnac, he or she is putting the money towards what’s inside the bottle – not the packaging.

Branding

Some may scoff and say that independent bottlers are not focused on branding, but quite the opposite appears to be true. It’s just their branding is often quite different from that of an existing Cognac house. Independent bottlers often have some of the strongest branding on the market and they often use it as a way to state their reason for being. A family producer who has been around for 150 years has a family name, a history, and a heritage behind its production. But an independent bottler that was established in the last few years wants to tell a story, share a mission, convey a message, provide a promise, give a visual identity, etc. This is their branding. The execution of this branding may vary. It may be subtle or slightly more forced, but it’s there and it absolutely serves a purpose.

Cognac and Armagnac Independent Bottlers

This is a relatively new scene in the Cognac and Armagnac world. Five years ago, one could count the number of independent bottlers on one hand – and not even need the whole hand.

What can explain this relatively recent surge of independent bottlers entering the scene? The numbered list below gives some clues, but is in no particular order:

• Greater interest in Cognac and Armagnac. This cannot be denied. 
• The increase in the search for alternatives to single malt scotch whisky. In fact, some employ the term malternative to describe these whisky alternatives, which suggests that there is a growing desire among whisky drinkers to even have an alternative to scotch. The term would not have been coined if no one wanted to alternate to something else. Which begs the question, why would people want to alternate from single malt scotch whisky? The points below might provide some clues:
  

• Higher and higher costs for whiskies.
• Lower ages, or camouflaged ages, with an increasing number of No Age Statement (NAS) whiskies. Decadent Drinks even played with this in its NAS range of independent bottlings of whisky and Armagnac. NAS here meaning Notable Age Statement, and not No Age Statement.
• Off putting branding from some iconic whisky distilleries (e.g. Macallan, Highland Park, etc.). I tend to agree here. Some of the whisky branding does indeed feel very heavy-handed, and completely unasked for, clearly cooked up in an agency far from where the distillate was being produced. For the broad audience this is perfectly fine, but for the demanding spirit enthusiast, it leaves them wanting. 
• A desire for variety in quality aged spirits. It’s not just Cognac and Armagnac seeing an independent bottler surge. Variety is important. 
• Extremely attractive pricing for old Cognac and Armagnac. A 50 year old scotch, if a bottler could even find it, would cost them and the customer a fortune, easily stretching into four, maybe five, digits. A 50 year old Cognac or Armagnac, will cost a mere fraction of the whisky price.

And to finish the list started above:

• The relative agility of such an independent bottler undertaking. An independent bottler does not need to maintain a chai or hold any aging stock. The bottling and production process is done on site at the producer’s premises. One must have the tasting ability to make interesting selections, finances to fund the first cask purchase and dry goods (bottles, corks, labels, capsules, wax, and an audience to buy the bottles, but relatively speaking, it’s the most agile entry into the producer world. What I did not say is easy – agile yes, easy no. Bottles do not sell themselves, so the hard work of an independent bottler, just like a Cognac house, is to sell those bottles. 

Observed Differences Between Whisky and Cognac/Armagnac Indy Bottlers

Process for Whisky Independent Bottlers
Whisky independent bottlers typically buy and store casks to be bottled when the time is deemed right. Although, it is not uncommon for some whisky indy bottlers to obtain a cask and quickly turn it around. For Cognac and Armagnac, at this time, the indy bottlers are not storing any Cognac or Armagnac for aging. They might reserve a cask or two and keep it in the producer’s chai, but we are not yet seeing indy bottlers establish their own chai. Once and if this happens, the indy bottlers will essentially become a negociant-eleveur, or a hybrid between an indy bottler and a negociant-eleveur. 

Négociant-Eleveur Analogues
The majority of whisky independent bottlers are essentially the whisky equivalents of negociant-eleveurs in Cognac and Armagnac. For example, Signatory, Gordon & Macphail, and Cadenheads are to whisky what Grosperrin, Prunier, Godet, Encantada, and Darroze are to Cognac and Armagnac. Cognac and Armagnac independent bottlers generally do not buy casks to store them over time; the negociant-eleveurs do that. Cognac and Armagnac indy bottlers make their selections from the producers or other negociant-eleveurs. 

Agility and the Sales Model
Independent bottlers in Cognac and Armagnac often operate with greater agility. They purchase a cask or portion of a cask, the producer bottles it, bottles are shipped to the bottler, and a sale occurs. The revenue from one cask’s bottling can fund the next, with presales being common. As the category grows, it will be interesting to see if these independent bottlers begin purchasing casks to mature themselves, thereby resembling negociant-eleveurs more closely, as mentioned above.

Sourcing of Casks
Whisky bottlers frequently source from large brokers, sometimes without even tasting a sample. They can also source directly from distilleries, but the broker’s role is significant. Cognac and Armagnac bottlers source directly from the producer or from negociant-eleveurs themselves. I cannot speak to what goes on in the interactions between an indy bottler and a scotch whisky distillery or broker, but in Cognac, strong and lasting bonds are formed between the bottler and the producer. There is a very important human element to this.

Perceived Quality of the Spirit
For whisky, many enthusiasts believe the best versions of a distillery’s production come from independent bottlers. For example, a demanding whisky enthusiast who wants a Caol Ila often opts for an independent bottling, expecting it to outshine the distillery’s own version. In Cognac and Armagnac, however, the producers are often of such high quality and reputation that the independent bottler cannot realistically claim to surpass the producer’s own bottlings. Both the producer’s and the independent bottler’s offerings are of similarly esteemed quality.

In other words, if I want the best version of Vallein Tercinier, or Pasquet, or Grosperrin, or Prunier, or François Voyer, or Lheraud, or Chateau de Hontambere, etc. I can find it either with the indy bottlers or the producer’s own bottlings. It’s a tough case to make for an indy bottler to claim their edition is giving the customer a better version of that producer than the producer’s own bottlings. In reality, we do not see this claim being made because it would be false. Different yes, better not necessarily. The question of which is better lies in the eye of the beholder.

But remember, while both the producer and the indy bottler will be of extremely high quality, the indy bottlers tend to make selections that are eccentric, singular, bold, or otherwise unique in some way, shape, or form – but of course of very high quality.

Age of the Spirit
Whisky bottlers typically release whiskies ranging from about 6 years (think young Islay whiskies) to around 30 years old. Bottling anything older is both rare and very expensive. In contrast, Cognac and Armagnac independent bottlers routinely offer 30+ year old spirits, and much older vintages – 60, 70, 80 years old – are not uncommon. The continued availability of very old Cognac and Armagnac, coupled with relatively accessible pricing, makes such aged releases far more common and financially attractive in these categories.

My Wish List

The Cognac and Armagnac indy bottlers are getting a lot right. They are doing great work to showcase the Cognac producers themselves, and by selecting and bottling extraordinary casks, they are ultimately showing the great diversity of both regions. Rich complex Cognac blends are not going anywhere, and they shouldn’t, but these bottlers have challenged the notion that Cognac is only a blended spirit. 

Nevertheless, there are some things I would love to see indy bottlers explore in the years ahead, my idealized wish list let’s say. I have ideas for why bottlers have not pursued these paths for now, but I’ll refrain from stating those hypotheses here.

Interviews

No article on the subject would be complete without exploring the perspective of some of the independent Cognac and Armagnac bottlers themselves. To provide insight into this fascinating new arrival in the world of Cognac and Armagnac, I posed a handful of questions to these bottlers. While I can share my own observations and opinions, as I have done in the paragraphs above, there is no better way to understand the indy bottler scene, its priorities and its interests  than by hearing directly from them. 

These bottlers deserve the attention they’ve been receiving, as they are a welcome addition to the landscape of Cognac and Armagnac in compelling ways. For now, they are not changing the entire category of Cognac and Armagnac; they are too small and niche for that. But small can be loud, and it is. Furthermore, the indy bottlers are changing the way many people think of these often-regarded sleepy spirits. Even the Cognac houses themselves are taking notice and rethinking their own product ranges in some cases. 

Independent bottlers are not necessarily moving the needle in terms of volume but are making waves through originality, modernity, eccentricity, and singularity. Unlike established producers, they are not bound by traditions or the weight of heritage. Moreover, they are free from the responsibility—or burden perhaps—of preserving family legacies. This lack of historical constraints allows them to push the envelope and stand out of the ordinary. By breaking down the rigid and often “dusty” barriers that have defined Cognac and Armagnac, these bottlers breathe new life into the industry. Their contributions strengthen the entire ecosystem, much like fresh branches on a healthy, deeply rooted tree.

Exciting developments lie ahead, and their editions promise to be as intriguing as their approach. With these thoughts and observations in mind, let’s turn to the interviews to hear directly from the bottlers themselves. I’ve interviewed the following independent bottlers:

Pieter Knapen from Malternative Belgium (Belgium): One of the pioneering Cognac indy bottlers. A model of quality and consistency.

Rob Bauer and Sascha Junkert from Grape of the Art (Germany): The hottest Armagnac indy bottler, who has since expanded into Cognac with tremendous results.

Sebastian Jager from Kirsch Imports & Wu Dram Clan & Grapediggaz (Germany): Also a pioneer bottler, and also actively involved in indy bottling single malt scotch whisky, so he carries a breadth of experience on the entire indy bottler scene.

Aurélien Touzé from Authentic Spirits & Amateur Spirit (France): A new entrant from France into the indy bottling space, but with a unique philosophy on what is sourced. Also, a much smaller operation. It’s definitely interesting to have the perspective of a smaller bottler who has only recently entered the scene. 

Q&A

Taylor:

Can you briefly state who you are and what you do?

Pieter:

I’m happy to join you. I’m Pieter from Malternative Belgium, an independent bottler focusing on Cognac.  We love exploring ways to do things differently from everyone else—finding our niche in the market and seeing how we can stand out. Our passion is in the craft of Cognac; that’s how we got started. We want to share our thoughts and selections with others, giving people a taste of our unique approach.

Rob:

We are Robert Bauer and Sascha Junkert, two of the co-founders of the independent bottler of Grape of the Art. We specialize in bottling exclusive Armagnac and Cognac single casks. I have been a whisky and rum lover for more than 10 years, before diving head first into the world of brandy (and recently into wine and cigars, like a mad man). At GotA I am responsible for sales and purchasing and also have side business as a spirits consultant and writer.

Sascha:

Same as Rob and the others in the team of GotA, I have been a spirits nerd for a long time too, but focused mostly on Rum and Rhum Agricole before discovering Armagnac and Cognac many years ago. Since then I made it my mission to discover as many small producers as possible and to experience their amazing passion for spirits. At GotA, I am therefore responsible for the communication with our partners and planning our trips to France.

Sebastian:

We are a trio—Boris, Takesada, and myself, Sebastian—who founded Wu Dram Clan in 2018. What began as a shared passion for fine spirits evolved into an independent bottling venture. Since 2018, we have been bottling whisky, and from 2019 onwards, we expanded to include Cognac and Armagnac.

Aurélien:

I’m Aurélien Touzé.I launched Authentic Spirits in 2020, a company specializing in the selection, bottling and sale of exceptional french spirits, from producer to customer.

Taylor:

What exactly is an independent bottler?

Pieter:

For me, an independent bottler is someone who adds value to the market by offering a different approach than the producers themselves. You can think of them like a butterfly—moving between various producers, styles, and markets, collecting the best aspects of each and sharing them with an audience that might not be familiar with everything that’s out there. In doing so, they make the whole scene more transparent and approachable, representing values not reflected to any single producer.

Rob:

Ostensibly a company that does not produce itself, but buys barrels from producers and bottles and sells them itself. In a metaphysical sense, however, it is above all an extremely powerful marketing tool for brands and producers. With Grape of the Art it is all about bringing the spotlight to small producers and providing our customers all the nerdy details about them.

Sebastian:

An independent bottler is not a producer but functions more like a négociant, sourcing selected casks and bottling them under their own label. In some cases, we include the producer’s logo on the label, and they bottle it on our behalf. This collaboration highlights the origin of the spirit while allowing us to curate exceptional selections for our audience.

Aurélien:

For me, the role of an independent bottler is to unearth exceptional spirits from producers (distilleries or merchants) that are not on the market. For example, bottling a cask at its natural strength when the producer only offers reductions, or bottling a single cask instead of a blend… The real added value lies in the ability to find and promote remarkable producers, and in the selection of eaux-de-vie for a specific, demanding clientele. It’s not just new packaging with an artist’s drawing on the label.

Taylor:

For what reasons did you personally come to be involved in the independent bottling project?

Pieter:

Becoming an independent bottler wasn’t something that was decided overnight. I’ve always been very passionate about whiskey, spirits, and good wines, and over the years, I noticed a real niche—an opportunity that not many people were exploring. That passion guided me toward starting Malternative Belgium. This wasn’t my profession in the past of course. I built a network, launched a few initial projects, and gradually have grown into it. Now, in February we’re about to celebrate our fifth anniversary, which is amazing. It’s been a process, always trying to bring something new to the market.

Rob:

As someone who has been travelling the world of spirits for over 15 years, it has always been a dream to bottle my own cask. Together with the 4 other partners at Grape of the Art, we have turned this dream into a small company. And one barrel has already become 22 barrels.

Sascha:

After many evenings in Stuttgart with Oli, Christian and Rob tasting all kinds of spirits it was of course a shared dream of us to pick our own cask. After starting Armagnac.de, it felt natural to dive into the world of independent bottlers as well. It was another challenge and I love challenges! Of course we had joked a lot about selecting a special cask and bottling it in our own design, but actually doing it was another story. It took us almost one year from idea to releasing our first cask pick and we had to learn A LOT in the process. It was a lot of fun to research the different topics and e.g. discuss about our brand name for hours and hours.

Sebastian:

Our journey began when we had the unique opportunity to become the first Europeans to release an official Lagavulin bottling with our own logo on the label. This remarkable milestone inspired us to establish our company and create the WU DRAM CLAN brand.

In 2021, we expanded our scope by founding GRAPEDIGGAZ, focusing on single cask bottlings that excel in terms of value for money (PLV) while embracing the classic traditions of VSOP and XO cuvées. A key aspect of this project has been creating our own recipes for these blends. Since its launch, GRAPEDIGGAZ has enjoyed significant success, and we continue to expand the multiverse of offerings. This includes producing our own vermouths and developing a range of liqueurs. Staying true to our ethos—Without Bullshit—we ensure that no additives or unnecessary ingredients ever find their way into our bottles.

Additionally, I manage the entire French Spirits portfolio for KIRSCH IMPORT, covering product development, exclusive bottlings, import/export logistics, and marketing. With this, we’ve also introduced the independent bottling series Journal des Kirsch, crafted for B2B clients. Much like traditional independent bottlers, this range focuses on distinctive, off-mainstream selections that cater to the “nerd” universe of exceptional taste.

Aurélien:

I’ve been passionate about spirits for 15 years, especially rums, and it was a revelation to discover my first armagnacs and cognacs from small producers no one had ever heard of. I still remember the shock I had during my first trip when I discovered open bottles in Armagnac domaines dating from 1900 to the present day. Or pre-phyloxeric Cognac still in barrel! I saw this incredible potential and I decided to create a small structure to introduce spirits lovers to these fantastic eaux-de-vie which must be awakened (gently).

Taylor:

What is your brand’s mission or promise?

Pieter:

Our mission is about far more than just buying and selling bottles. It’s about having fun, recognizing the potential of each product, and spreading the word with others. We want to inspire people to discover new producers, regions, and flavors—making them just as excited as we are. It’s not about pure business goals, but about expressing ourselves, doing what we like and bottling what we like. We believe in expressing ourselves naturally and creating a sense of community around our passion for Cognac. That’s our promise: to make people aware of our passion and to bring them together. That’s what we put all our energy into.

GotA:

Grape of the Art gives high end brandy a forum by using our long time expertise to unite spirit lovers with the artisanal producers and styles of armagnac and cognac. We personally stand for a selection of exceptional, natural single casks, unlocking the flavor universe of this versatile spirit. To visually manifest the depth and diversity of our  selections, we use art and design to create spaces where you can lose yourself and find something new every time you come back to your bottle.

Sebastian:

From the beginning, we’ve held ourselves to the principle that all three of us must unanimously agree on a cask before it is bottled. If it doesn’t meet our collective standards, it simply doesn’t make the cut. This ensures we only release the finest quality spirits. Since we all pursue this as a passion project rather than a full-time business, we are not under commercial pressure. This freedom allows us to prioritise quality over quantity, often saying no rather than compromising.

Aurélien:

For some years now, I’ve been criss-crossing the regions in my van in search of rare or little-known jewels, which I select and share with connoisseurs. My selections of Cognac, Armagnac, Calvados, Fine… have in common their personality, the pleasure and emotion they bring, as opposed to soulless, artificial spirits. All are matured entirely in the distillery’s own cellars, where they are bottled without additive or filtration.

Taylor:

In what ways do independent bottlers contribute to the diversity of Cognac and Armagnac?

Pieter:

Independent bottlers bring diversity to Cognac by seeking out unique, rare expressions—often from smaller, lesser-known producers. By highlighting different terroirs and production methods, they introduce varieties the market might otherwise overlook. They also promote greater transparency, clarifying details like origin, aging, and the nuances of each spirit. Many large producers can’t or  don’t have the flexibility to focus on small-batch, limited-edition releases, so an independent bottler’s flexibility allows them to bring truly distinctive offerings to consumers. It’s a different kind of approach, with a different kind of marketing, and different consumers as well. This approach not only broadens the range of products available but also supports smaller producers.

GotA:

They do this above all by often addressing target groups that producers have historically not had on their radar. As Grape of the Art, for example, we initially targeted mainly connoisseurs from the rum and whisky scene and looked for barrels that were aromatically close to their favourite spirit. That builds bridges! Furthermore, indie bottlers like us also look for many different styles and show the community the incredible range of Armagnac and Cognac. On the contrary (and fortunately), producers tend to try to find and define their own style, their very own distillery DNA.

Sebastian:

When we first started bottling Cognac and Armagnac, the concept was met with scepticism from other independent bottlers. However, we’ve seen the market grow tremendously since then, with many others following suit. Independent bottlers not only increase diversity by introducing unique selections but also elevate producers’ visibility on the global stage. In some cases, brands that were relatively unknown have gained worldwide recognition thanks to the efforts of independent bottlers.

Aurélien:

For me diversity means complementarity. As mentioned above, the IB’s added value is to offer spirits that are different from what the producer usually offers: full strength, single cask, a new blend, a cask that has never been bottled before… This is even truer for Cognac, which usually offers only 40% blends. There are also producers who have never bottled their own spirit.

Taylor:

How do you source, and what criteria do you use when making selections?

Pieter:

As a bottler, having a palate and some experience with spirits is important. But beyond tastes and flavors, I look for a genuine connection with the producers themselves. When I visit them, I’m presenting myself but also my model or approach for reaching markets they might not be familiar with. This involves trust and building a solid relationship, rather than just ticking boxes. It’s really very personal—if something feels correct and feels good, and if I sense we can truly work well together, then it’s a good fit. I like diverse people, diverse ideas, extremes. If a person has something in mind, I don’t want to change that person. So it’s not a transactional relationship; I want producers who could practically become friends or family. That authenticity and shared passion go far beyond business and help create the unique selections I’m proud to offer.

GotA:

We go to where the magic originates: to the producers! There we taste as many barrels as we can on site and take our favourites home with us, where they are tasted blind again in a calm environment free from external influences, by all 4 of us individually. The results are then compared, and if we vote 3 out of 4 in favour of a barrel, then we go for it. We have often found that the euphoria in the cellar is too strong. Temperature and an appropriate cellar climate are other very influential factors. Through this procedure, we try to come as close as possible to an objective decision.

Sebastian:

Our primary criterion is taste. Price does not play a role in our decision-making process. We ensure that all three of us agree before a cask is selected. Only with unanimous approval does it proceed to bottling.

Aurélien:

I specialize in small producers. I do a lot of research to find them. There is of course the internet, but you also have to browse the numerous (yet old) books on Cognac and Armagnac. But nothing beats wandering the countryside looking for small signs indicating the presence of a producer, or talking to people in the region who will give you the address of an invisible producer. I never go to see the big domaines, the merchants, the known or reputable domaines. I prefer discovery, surprise, exclusivity. It takes a lot of time, but that’s what I think sets me apart from other more commercial actors.

Taylor:

Do you source things you personally like, or rather things you think the audience will like? Or some combination of both?

Pieter:

 I always select products that I personally love and feel 100% convinced about. I wouldn’t bottle anything that doesn’t appeal to me first and foremost. That said, our 36 selections are quite diverse, because there are many reasons I might like a Cognac—its fruitiness, its ABV, or other unique characteristics. We’re not just bottling fruit juice. Different people enjoy different styles, and I try to account for that variety. But ultimately, if I’m not genuinely excited by it, I won’t offer it. My own appreciation is the starting point for each selection.

GotA:

Definitely a combination of both. Of course, we take into account the usual quality criteria such as balance, texture, body and complexity, but it would be boring to focus solely on these. Our personal taste and experience actually also play a very strong role, which we think is very good, as the community also trusts our taste and ultimately us as personalities. With our long history in spirits, we find lots of overlapping themes between different categories. So it is most of the time easy to recommend our cask picks to a specific group of enthusiasts. For example, if you like heavy Guyana rums the Hontambère 85 is the perfect match for you and if you are more on the fruitier and more elegant side of a Speyside Scotch, you should taste the Danis 1988.

Sebastian:

It’s a bit of both. It can be challenging to separate personal taste from broader preferences, but it’s essential to maintain a well-rounded perspective when making decisions.

Aurélien:

Above all, I have to like the spirit. In any case, it’s about my taste, my choice, it’s very subjective and the public’s criteria are so different that I think it’s pointless to try to please everyone. A selection is always personal. As soon as there is an emotion (the famous internal Oh!), it’s a win! For me the holy grail is a complete spirit, that is to say fine and complex, fruity and spicy, with the length that goes with it.

Taylor:

How do you build relationships with producers, and why do they choose to work with you? And in case you’ve been declined from certain producers, what reasons did they give?

Pieter:

I focus on entering and showing a lot of respect, passion, and a deep understanding of each producer’s craft. I’m not on the technical side of Cognac, the chemistry; rather, I want to learn their story and appreciate the skills behind their Cognac. Professionalism is also key: I take the time to visit them personally, build genuine connections, and show I’m serious about highlighting the unique qualities of their spirit. Producers often choose to work with me because they sense this sincerity and recognize that I’m not just looking for a quick transaction. I’m not entering the building and saying, “Okay, I’m Pieter from Malternative Belgium, I want to buy or invest some money, so can we please agree to that in less than 30 minutes because I have another appointment coming.” It’s about respect and professionalism. I can’t even count the hours and long mornings developing these deep relationships. 

Declined, yes. Sometimes producers are hesitant because they’re unsure about reaching an international market or they only want to sell locally. Others might not embrace the transparency I offer. Occasionally, I’ve been turned away simply for suggesting cask-strength Cognac—a style they don’t believe fits their brand. In these cases, it’s clear our visions don’t align, so we don’t really go much further.

GotA:

Haha Now it’s getting personal! In the end the most important thing for us is to appreciate and respect the producers and to give them as much space and stage as possible. That’s why the producer’s name is very prominent and at the very top of our labels. They bear the full risk, they do all the work to produce an amazing spirit, we ‘only’ select barrels, often even their best ones. We are very aware of this, which is why we always try to publicise and represent the name, history and personal philosophy of the producer as strongly as possible via social media and press work, as well as at fairs. We always approach producers with this sincere philosophy and attitude. So far, we have never been rejected.

Sebastian:

Many producers now know us well and understand our values and preferences. We pride ourselves on being down-to-earth and genuine enthusiasts, which resonates in the way we interact with them. This shared passion creates trust and fosters strong relationships.

Aurélien:

It is a matter of presenting your approach well and being completely sincere and transparent about your intentions. It is necessary to build a relationship of trust, which can sometimes require time and several trips, but it is only pleasure. It is always fascinating to listen to these women and men who work every day, with heart and spirit, in the domaines. And then, obviously, you have to taste a lot! Yes, sometimes I get a refusal from the producer. He or she has to find his or her interest too, that’s normal!

Taylor:

In the years since the pandemic, we’ve seen the arrival of new indy bottlers, some of which starting out in Cognac or Armagnac, and others coming over from whisky or rum. Do you see any risk that the market will be – or maybe already has – become saturated with independent bottlings?

Pieter:

I don’t think the market will be saturated. There’s still a lot of room for growth in Cognac and independent bottling—otherwise I wouldn’t be doing this. If I didn’t believe there were still people out there still to convince or reach, I wouldn’t continue. Of course, the market has changed, and with any growing market, opportunists show up to take their piece of the cake. That can lead to an oversupply or to consumer fatigue because so many new bottlers are popping up, sometimes bottling the same cask or the same producer five or six times. It’s a free world—anyone can do it—and in some ways that’s great. But the risk is that consumers get overwhelmed.

For example, in our physical shop, we have over a hundred different Cognacs, yet as soon as someone walks in, 80% of them ask, “Do you have something new?” They may have only tried six out of the hundred Cognac, but they still want the latest thing. It’s the same with bottlers who jump in as a side project. They might just want to cherry-pick a cask, get some good reviews, and move on, but it’s not that simple. Building real relationships and offering transparency takes a lot more work. I also get frustrated when, after we introduce a new bottling from some lesser-known producer, other bottlers rush in to do the same without really adding anything of their own. That kind of laziness, without genuine transparency or effort, can wear out the market.

GotA:

Apart from the effect of making Cognac and Armagnac better known – no.

Sebastian:

Diversity is a strength, and variety brings new flavours to the table. The key lies in maintaining consistency in quality, which will ultimately differentiate those who succeed from those who don’t.

Aurélien:

There are indeed more and more players but everything is obviously a question of markets. The risk is that everyone offers the same thing to the same audience. You have to be vigilant.

Taylor:

Negociants and negociant-eleveurs have an important place in Cognac and Armagnac. One difference I see between the indy bottler scene in Scotch whisky and that in Cognac/Armagnac is that in Cognac and Armagnac, indy bottlers often select spirit from producers who themselves are making selections of stuff produced by others – so like a selection from a selection. It’s an interesting dynamic that we do not really see in Single Malt Scotch whisky. Care to comment on this point?

Pieter:

Yes, in the whisky market, especially with single malt Scotch, the big brands control the whole process—from distillation to deciding what percentage is sold as a young whisky and what goes to brokers for further aging. They maintain a lot more direct control over each stage.

Cognac, on the other hand, is made up of countless small producers plus a few large houses that purchase from them. About 85% of the industry is dominated by the big four who rely on these small producers to supply extra stock. So the role of a négociant in Cognac is completely different from the role of an independent bottler in single malt. It’s not that one system is better than the other; it’s just how the region has developed. Many of these small producers don’t have the marketing resources or brand investment to go it alone, so they rely on brokers or négociants-eleveurs or negociants who find and sell these hidden gems that might otherwise never hit the market.

In that sense, Cognac and Armagnac production is more fragmented. You often have producers who are already selecting from other growers before an independent bottler even comes in—so yes, it can become “a selection of a selection.” That’s part of the unique dynamic you don’t often see with single malt Scotch. I have a lot of respect for these small producers because each step in their process is specialized, and they depend on that network to bring their spirits to a wider audience.

GotA:

For whisky this is not entirely true, there are also independent bottlers in whisky such as Signatory who sell casks to (few and selected) independent bottlers, or make partner bottlings, even if it is rather the exception.

Going back to the negociants in Cognac and Armagnac, I see it more as offering the customer an even more exclusive selection. The distillate of the distillate, so to speak. Even if they probably tend to be more expensive than standard bottlings due to the double margin, I would keep an eye out for these bottles in particular! In fact, there are many indie bottlers, especially those just starting out, who buy barrels of both Cognac and Armagnac from the well-known negociants. We have also bought there, but we go one step further and regularly knock on the door of completely unknown micro-producers.

Sebastian:

While it may seem unique to Cognac and Armagnac, the whisky world has a similar dynamic. Many large cask brokers, such as Signatory, Gordon & MacPhail, or Douglas Laing, began as independent bottlers. The distinction lies in ownership: some independent bottlers manage their own stock, while others commission bottlings on a more ad-hoc basis. This dynamic keeps things exciting and allows for a wide range of expressions.

Aurélien:

Yes, selections from these negociant-eleveurs or negociant-propietaire are common among IBs. For me, it’s something that I don’t want to do, I already have access to a lot of things and I prefer to work in a short circuit, directly with the producer-winemakers.

Taylor:

A second difference I see between the whisky and Cognac and Armagnac indy bottler scenes is the difference in perceived quality between the producer/distillery and the indy bottler. For example, in whisky, if I want a so-called “better” version of a given distillery’s whisky, I’ll opt for the indy bottler product (case in point: take any indy bottler Caol Ila or Highland Park, just to name two examples). But for Cognac, the indy bottlers are selecting from arguably the top producers/distilleries in the region. So it’s harder to make the case that a customer is getting a “better” version of the distillery’s work with the indy bottler Cognac. What might you say to such a comment?

Pieter:

 It’s not necessarily about being a better version of the producer’s own work. In single malt whisky, it’s a huge industry, and sometimes they push marketing for certain single cask strength releases, targeting a niche. Cognac is different. We’re in this smaller niche of a niche, where people are searching for specific qualities. It’s like comparing cars: some people just need a car to get from A to B, and others care about every detail. The same goes for spirits, whether it’s cognac or single malt.

To give an example, when visiting Madame Foucher. We had dinner at her place for a few hours, and after dinner, she asked if we’d like a glass of Cognac. She came back with a Courvoisier Napoleon, and I said, “You have full cellars of great Cognac here—why are you serving me this?” She didn’t understand what we do and what we like. She asked, “What do you eat with it?” because that’s still the stereotype—that you have to be 60 years old, sit by a fireplace, maybe have a leather sofa and a big cigar, and use a big balloon glass. That’s the old image of Cognac. I believe we, as independent bottlers, are part of changing that image—showing that Cognac can be enjoyed in different ways by different people.

I don’t think an independent bottler is doing a “better” job than the producer. It’s more of an addition to what the producer already does—highlighting small quantities or special stocks that might otherwise never be seen. Some of these producers know perfectly well what they have, but we’re helping show it in a different way. That’s where independent bottlers can really add value: Cognac is so fragmented, with so much diversity. We can give the producer a broader platform or a better name in a market they’re not active in, while the bulk of their volume still goes to their usual channels. It’s not about competition or being “better”—it’s about bringing extra attention to those special lots the producer might not bottle themselves.

GotA:

In this case, I would say that the customer doesn’t necessarily receive better quality but rather a personalized one. This brings me back to the starting point: our long-time customers, who have been following us for years and are familiar with our taste, trust us and may even align their taste with ours, thereby creating a special bond.

Sebastian:

Producers often release core-range products with lower ABVs to appeal to a wider audience. Independent bottlers, on the other hand, can fine-tune their offerings, targeting a more specific audience with bolder choices. This tailored approach may limit the overall reach but connects deeply with enthusiasts seeking something unique.

Aurélien:

I personally rarely go to so-called reputable producers, because I know how to find exceptional Cognacs from unknown producers. I think it is important to promote these small domaines which nevertheless represent the vast majority. And I think the message must be clear: to not offer the same thing as the producer.

Taylor:

We hear all this talk about alternatives to single malt whisky, and Cognac and Armagnac are considered to be standouts in this category, but is it truly wise to consider a 40, 50, 60+ year old Cognac as an alternative to a 10-30 year old scotch whisky? The vast majority of indy bottler whisky is 10-30 years old (sometimes younger, rarely older), whereas for Cognac and Armagnac it seems like nothing younger than 30 years old is being bottled these days. Does not seem apples to apples. Thoughts? 

Pieter:

Comparing a 10-year-old whisky to a 30- or 40-year-old Cognac is kind of ridiculous. But for many people, it’s really about the price. They think with their wallets. Sure, you can still find a 30- or 40-year-old Cognac for 150 euros, but you won’t find a single malt at that age for that kind of money. So, to me, it’s more of a price comparison than a direct comparison of quality.

Single malt whisky also has more finishing techniques, and distilleries often make younger releases more attractive. Cognac, on the other hand, generally needs more age. I recently picked up some very young cognac—maybe around three years old—unreduced, no added sugar or caramel, selling for 40 or 50 euros. People try it and like it, but almost never buy it, because they expect Cognac to have more age. Meanwhile, younger single malt can be sweeter and more approachable for many drinkers.

So trying to line up a 10-year-old whisky against a 30-year-old Cognac doesn’t really make sense. Their aging processes are very different. In fact, I find the aging process of Cognac even more spectacular than that of single malt, for many different reasons.

GotA:

I believe these spirits shouldn’t really be compared anyway. The simple fact is that Cognac and Armagnac still offer incredible quality at relatively fair prices. Emphasis on still. Looking at the category as a whole, the availability of old Armagnac barrels is almost homeopathic compared to whisky or rum. This makes it a race against time. Many enthusiasts haven’t yet grasped the proportions. A striking example: the Glenmorangie whisky distillery produces more alcohol in a single year than the entire Armagnac region. Let that sink in and do the math.

What also sets us apart as a bottler is that we have made a conscious decision to also offer younger bottlings, such as our 2007 Armagnac L’Encantada Le Freche or the Esperance 2003.

Here the price-performance ratio may not necessarily look as good as with a 70s vintage, but it shows that quality is not dependent on age.

Sebastian:

The whisky market has been largely depleted of older stock, with many whiskies now being bottled at younger ages. In my view, whisky often reaches its peak balance after 20 years of maturation, but rising costs per year of ageing make it increasingly inaccessible to many consumers. By contrast, Cognac and Armagnac offer incredible value, particularly with products aged 50 years or more. These older expressions provide a significant advantage in terms of quality-to-price ratio, making them standout alternatives—or malternatives—to whisky.

Aurélien:

It is clear that we have recently had access to very fine selections of Cognacs and Armagnacs, bottled at cask strength and in single cask, that is to say according to the codes of the great single malt whiskeys. The comparison must stop there because working the vineyard all the year, distilling for a few weeks, sometimes just 48 hours, and immobilizing barrels for decades has nothing to do with simply fermenting malt and distilling it industrially all the year. The quality/price ratio of Cognacs and Armagnacs is currently unheard of and fans are falling back on it in the face of rising prices and falling quality of whiskey and rum. It won’t last, all it takes is a spark…

Taylor:

What unique value do you believe you offer to consumers compared to the Cognac and Armagnac producers themselves? In other words, if I see a Cognac from producer X and your indy bottler Cognac from the same producer X, why should I consider your Cognac?

Pieter:

I believe it really comes down to transparency and storytelling—being able to share the background of each cognac in a way that many producers themselves might not. A lot of our customers have never heard of the producers we work with. For example, when we introduced the Foucher Cognac earlier this year, nobody knew that name, and yet it sold out quickly. That’s the kind of authenticity and behind-the-scenes story we can offer to a worldwide audience. It opens the door for people all over the world to discover these lesser-known producers. I think that’s something unique we provide—something different from what the producer might offer directly or what a big brand would do. We give more insight into each spirit and its origins, and that appeals to people looking for something truly special or off the beaten path.

GotA:

Firstly I’d say, it’s wise to take both and compare. Moreover, a producer also has barrels that turn out the way they turn out and are not necessarily the epitome of harmony or the preferred style of the producer. These barrels also need to be sold—either sensibly blended, further matured, or marketed as single casks. This is the chance for IBs to pick a cask, which aligns with their customers’ taste. Those who buy from an experienced indie bottler not only benefit from the personal touch but also have a higher likelihood of obtaining top-quality products.

Sebastian:

We don’t see ourselves as competitors but as complementary to producers. Independent bottlers offer consumers a chance to explore new perspectives on a producer’s work, often with creative nuances or higher ABVs that might not be part of the core range.

Aurélien:

As said previously, the interest is to offer spirits which are not already bottled. As far as Cognac is concerned, it is a question of offering single casks at cask strength from domaines that only make blends. For Armagnac it is more a matter of offering vintages or barrels that have not already been bottled, or offering them in cask strength. You always have to offer something new or make it accessible. And if the customer has a special request, even for one bottle, my address book is such that I can make tailor-made products.

Taylor:

Would you say producers and indy bottlers are competing with each other or rather are complementary to one another – coexisting in a way let’s say?

Pieter:

They definitely need to be complementary. I have nothing against producers—after all, we also distribute several other brands here in Belgium. It’s always something that adds to the scene, because not everyone is looking for those extreme flavors. As an independent bottler, our role is also to educate people, and you can only do that through real storytelling and correct information, not with anything false. You have to make people passionate about what you’re offering, using transparency and quality. That’s easier to achieve when you have a “clean product” rather than one that’s been reduced to 40% or has sugar and color added. Those kinds of details can end up confusing consumers. So I believe that as an independent bottler, you really hold the key to do a lot of work, a lot of promo, a lot of support for the industry because you’re working with two products (the producer’s and our own) and you’re working with the true heart of a producer—nothing masked or changed—and that’s the complement you bring, rather than competing with them.

GotA:

Based on our experience so far, we can say that the two are definitely complementary to each other. Many producers whose barrels we have bottled were previously completely unknown and sold only regionally in some cases. Today, enthusiasts from all over the world are exploring their own ranges as well. What will happen if demand skyrockets and supply decreases, we can’t predict. But for now, we’re dealing with a win-win situation.

Sebastian:

It’s a symbiotic relationship. When both parties respect each other and work well together, it can lead to tremendous success for both sides.

Aurélien:

If they were in competition with IBs, producers would not sell to them. In fact, IB and OB have most of the time different and complementary markets.

Taylor:

What is the most challenging aspect of being an indy bottler? 

Pieter:

It’s always about finding something new. People walk in here and ask, “What’s new?” They want something different every time. If you bottle a 1920 Cognac, three weeks later they’re already asking, “So, what else do you have?” You constantly need to reinvent yourself and find the next thing that’s just as attractive as the last. That’s a big challenge.

Also, as an independent bottler, you don’t have a steady income the way a big producer does with a core range of six different Cognacs. Those producers can rely on recurring sales. We’re always looking for the next cask, which forces us to plan a year ahead for our selections. People get really excited if one product is a hit, then expect every future release to be just as good or better. That sets high expectations, and it’s tough.

Another issue is that there isn’t a huge Cognac community yet—at least not on the same level as single malt whisky. There aren’t many discussion groups or platforms where people talk about these kinds of products, so building a market takes more effort. Some independent bottlers rely too heavily on scores from a few bloggers, and I’m not a fan of that. Of course, bloggers can help show your product to a bigger audience. I don’t work day and night just for a blogger to make or break my business with a single review.

I compare it to my past experience showing dogs. Some people would do anything to get first place—basically “bribe the judge” in some way. My dogs were always near the top, but I never played those games. It’s similar in the spirits world: some bottlers chase high scores or short-term hype. I’d rather be consistent, build trust with consumers, and keep delivering good selections. So yeah, that’s the hardest part: constantly finding new releases while maintaining quality, dealing with a smaller community, and navigating the whole scoring system without letting it run everything.

GotA:

The financial aspects are crucial. Some enthusiasts believe that the independent bottler business is a highly lucrative one where you can quickly get rich and amass a sea of barrels. In reality, you’re scraping by from one barrel to the next. A single mistake, such as a labeling error or using the wrong bottle shape that requires refilling (yes, it happens), can completely wipe out the margin of a release.

Additionally, logistics are becoming increasingly expensive, and in the single cask business, you typically work with very small quantities. This means you can’t benefit from economies of scale. Every bottle often needs to be handled dozens of times, which highlights the artisanal nature of the release but also significantly drives up costs.

If you want to become a millionaire, you should produce gin or energy drinks in high volumes. Jokes aside, this is a passion-driven job where any profits are reinvested into purchasing more barrels. On top of that, in France, there’s often a language barrier that leads to information gaps. But that, in a way, is part of the charm. If it were easy, everyone would do it.

Sebastian:

Consistency in quality, distribution, and marketing are the biggest challenges, especially in today’s competitive landscape.

Aurélien:

We look for what we like best, but will the public like it? There is always a risk that the spirit will not be popular enough, despite all the attention paid to the selection. The goal is still to sell.

Taylor:

How can you scale an indy bottler activity and reach larger audiences?

Pieter:

It’s hard to scale when you’re dealing with runs of two, three, or four hundred bottles. Of course, you can select a few more casks compared to the early days. In the beginning, we did four or five selections a year, and now, after five years, we’ve doubled that. People ask, “Why not gear up to 20 bottlings a year?” But you have to consider your home market and what’s possible.

I was reading an article yesterday on a rum platform about a ranking of top independent bottlers. One bottler took fourth place with only 10 or 12 rum releases that year—and they also do whisky, Cognac, and other things. So it’s not about how many casks you bottle. Angus (Decadent Drinks), for example, started after us, and he’s already at 100 releases, plus a new series. We’re at 36, but still, I’m glad that in less than five years we’ve doubled our annual selections. I believe there’s a lot of room to grow in this sector.

Many indie bottlers, especially in Cognac, seem to ride on other people’s success. They don’t ask themselves the right questions: Cognac needs a story, needs transparency—especially from an independent bottler. It’s fine if you source from the same négociant-éleveurs, but you need to provide to provide more information, not just say, “This is a cask from that year.” You can’t expect it to sell out easily just because there seems to be a market for Cognac. A lot of bottlers are lazy and just piggyback on other discoveries, which frustrates me. It’s not like single malt whisky, where a hobbyist can find a ‘90s Ben Nevis cask, slap on a label, and sell out immediately.

In Cognac, it doesn’t work that way—or at least not yet. If you want to be an independent bottler, you have to go all in. It’s more work, but you’ll get more back. You can still make a difference in this industry, and that should be your goal—not just surfing on someone else’s discoveries. I see people do limited runs of 60 or 90 bottles, then they’re stuck with half the stock and decide, “It’s not for us. There’s no market.” But often they’ve never visited France or done the real groundwork. They’ve just tried to cherry-pick, relying on others. That devalues the market.

My advice is: if you want to be into Cognac, commit fully. It gives you more authenticity, more personal contacts, more appreciation—far beyond fancy decanters or labels. As an independent bottler, you also have to be social and hands-on, not just design a fancy package. Once you’re in it, it’s much more interesting than a saturated rum or single malt scene. That’s how you really scale and reach a larger audience: by doing the work, sharing transparent stories, and building genuine relationships.

GotA:

Ha! We’ll let you know once we’ve cracked this enigma! Scaling is not our intention to be honest. It is the exclusivity and the single casks that give GotA its charm and individuality, which is what makes it so interesting for customers and the reason why they buy it.

Sebastian:

There’s no single formula—call it a family recipe! A mix of authenticity, quality, and strategic outreach can make all the difference.

Aurélien:

If we want to reach a wider audience and get out of the IB niche in Cognac and Armagnac, we necessarily have to do more volume and think about distribution through wine merchants. But everyone has their own choices…

Taylor:

How do you approach branding and marketing differently from traditional producers?

GotA:

With traditional producers, where the owners are often much older, we try to incorporate more traditional themes into our label design rather than completely outlandish ones. Pokémon and a 70-year-old, proud lady might not necessarily go hand in hand. However, one is often surprised by how bold and experimental many venerable, old families are when it comes to our marketing! 

We also always try to include personal stories, favourite films, series, etc. on our labels. Unlike many producers who print the umpteenth chateau on their label, we try to bring more freshness, humour and modernity to the catalogue, as well as more courage to have rough edges and corners in the design.

Aurélien:

The small producers I work with don’t really have a branding and marketing strategy. They are very independent and very traditional, selling most of the time to a regular clientele who want to find the same good old bottle and the same good old label which was sometimes created more than 50 years ago! The IB, which does not have the same clientele, will therefore already be able to create more modern and sophisticated packaging, in line with the DNA of the IB. So for Authentic Spirits this will involve hand-written labels, and soon labels showing photos of the domaines (imminent release!). Afterwards we also have to adapt to the clientele who are used to whiskey and rum and adopt the codes a little. And a very close relationship with customers tops it all off (think social media).

Taylor:

What is your perspective on transparency and traceability in the Cognac and Armagnac industry, and how does your business address these issues?

GotA:

Unlike, for example, in rum, we perceive transparency in Cognac and Armagnac to be of a very high standard. We are huge fans of complete transparency on labels, and this is actually one of our quality features. On our back label, you can find all possible information about the barrel. From the type of cellar (dry, humid, semi-humid) to the name of the distiller!

From our perspective, this should be the standard.

Aurélien:

 As you know, the traceability system is different between Cognac and Armagnac. The tradition in Armagnac is to offer displayed vintages and the authorities have provided a suitable traceability system. But when it is quite simple to prove the origin of an Armagnac, for Cognac it is quite another thing because the tradition is in the blend, from fairly young age accounts. The famous XO only represents an account +10 years and beyond that traceability is often uncertain.

It is therefore sometimes impossible to know the date of distillation and the communication on an age account must take this into account. Real vintages, on the other hand, have certified traceability, with the cost that this implies. Working with small producers whose stock is limited and well known because it is passed down from generation to generation, it is easier for me to have some sort of guarantee to communicate on the real age of the cognac.

Taylor:

What are the top 3 things you’ve learned after a handful of years as an indy bottler? 

Pieter:

The importance of relationships and networking is huge. Quality over quantity. You don’t make decisions based on questionable reasons; that usually leads to a bad result. I avoid making compromises just to do something. Either I’m 100% convinced of a product, or I don’t go forward. Of course, sometimes you buy something that later turns out differently than expected. That’s part of building knowledge. You have to accept that mistakes can happen and be ready to fix them. It’s all about staying open to learning so you can keep doing this long-term. Managing Cash Flow. As an independent bottler, the financial side can be very cash-absorbing. You need to be aware of that from the start.

GotA:

1. Everything stands and falls with logistics.
2. What doesn’t appeal to you today might become your absolute favorite barrel the day after tomorrow.
3. Learning French certainly doesn’t hurt.

Aurélien:

Trust and kindness are essential to have access to exceptional products, in a win-win approach with the producer. Having superb Cognac or Armagnac is not enough, you have to know how to sell them, that is to say, be in constant communication and education. Finally, I would say that we should not hesitate to build relationships with other IBs, this is also what enriches us and makes us grow.

Taylor:

What message would you like to convey to both consumers and producers about independent bottlers in the Cognac and Armagnac?

GotA:

We would strongly encourage consumers to remain curious and give each release a chance to develop. Open bottles continue to evolve within a few months. Tastes evolve as well. Additionally, it’s important to understand how prices and costs are structured. I would argue that very few bottlers charge inflated prices; rather, they pay the producers the prices they set for the barrels.

Armagnac and Cognac, unlike highly industrialized spirits like whisky, are exposed to countless risks. Poor harvests, labor shortages, and sometimes ancient equipment all come at a cost. This is what makes the individuality of these beautiful categories so special and should be appropriately reflected in the price.

We would strongly advise producers not to raise prices too quickly, even if demand increases. From an indie bottler’s perspective, this is of course an obvious recommendation, but you can clearly see what has happened in the whisky scene over the past few years, where prices have sometimes increased by 40-50%.

Furthermore, I would recommend producers being more active on social media—getting closer to customers and engaging in more direct communication. We have seen this very clearly in recent years; producers who were active in Facebook groups sold much more and gained new customers, meaning they succeeded.

Aurélien:

To consumers, I would say: don’t hesitate to try independent bottlings alcohol whose level may scare you, you will be surprised! To producers: be yourself!

Taylor:

The desert island question: Suppose you’re stuck on a desert island and you can have only one bottle with you, what’s it going to be? You can say water.

Pieter:

I’ve thought about that question, but honestly, I don’t really have that kind of dream or vision. I tend to live day by day, and if I ever got stuck on a desert island, I doubt spirits would be my main concern. The whole idea of being on an island for your last day doesn’t sound fun, so I don’t really worry about it.

And besides, if I answered something like, “I’d take my first love—my 1948 bottle,” then people would just latch onto the idea that 1948 is some holy grail. I’m not that type of person. I see uniqueness in a lot of different products, in many things and many people, so I don’t really have a single desert island bottle I’d pick above all others.

Rob:

Who needs water anyway! You’re asking about my personal Wilson (movie fans will know)? My favourites have changed recently. For the moment, it would be our sold out Grape of the Art 1967 Cognac Lheraud. That juice is so quaffable and highly complex at the same time, hence suitable for any occasion. In island language it means you can easily enjoy it at a beach party just as much as you can dive deep into it for hours during a tropical storm in a cave.

Sascha:

 Today that is definitely the Hontambère 1985. I recently opened a bottle after not tasting it for a long time and I am back in love like the first time. It is so intense and marked by the wood, but also elegant and fruity to make it balanced. Perfect dram to remind me of some of my favorite Armagnac and Rum styles. Just the right combination of flavors to bring these two spirits together!

Aurélien:

A bottle of a Bas-Armagnac Baraillon 1989 Folle Blanche, perfect for waiting out the rain.

Wrapping Up

The emergence of independent bottlers in the Cognac and Armagnac world signals an exciting evolution for these categories. These producers, unbound by traditional constraints, are redefining what these spirits can be, offering distinctive expressions that captivate adventurous and exigent palates. Their emphasis on quality, transparency, and individuality has breathed new life into a segment of the industry often seen as set in its ways.

As the movement grows, so does its impact—not only on consumers who appreciate these bottles but also on the established Cognac and Armagnac houses themselves, some of which are rethinking their own offerings. The independent bottler phenomenon proves that innovation and tradition can coexist, enriching the diversity and allure of Cognac and Armagnac for generations to come – we hope at least. While only a few years young, the independent bottler  wave has helped secure their place as an indispensable part of the spirits landscape.

Bravo indy bottlers! Keep it up. I am watching, and I like what I see.

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