NAUD’s Story •
NAUD is a brand that is inspired by the tale of a legendary still that lies nestled between willow trees in the hills of Cognac, France.
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Owned and operated by Jean-Michel and Master Distiller Pierre Naud, whose family has been distilling since 1923.
What is Cognac Cognac is a special variety of brandy that is named after the town of Cognac, France. Its production falls under French Appellation d'origine contrĂ´lĂŠe designation, with production methods and naming required to meet certain legal requirements. Made from grapes, the brandy must be twice distilled in copper pot stills and aged at least two years in French oak barrels. Cognac matures in the same way as whiskies and wine through barrel aging, with most cognacs spending considerably longer time aging on wood than is legally required.
Cognac Production
Types of Cognac VS (Very Special): A blend in which the youngest cognac has been stored for at least two years in a cask. VSOP (Very Superior Old Pale): A blend in which the youngest cognac has been stored for at least four years in a cask. XO (Extra Old): A blend in which the youngest cognac has been stored for at least six years in a cask. Extra: A blend in which the youngest cognac has been stored for at least six years in a cask. Titles such as “Extra: are used by producers to market a high-quality product beyond the official age scale.
Artisanal Production •
Using only copper pot stills and traditional methods, Famille Naud continues to distill Cognac and other spirits in this special place that is seemingly so far removed from the rest of the world.
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While most Cognac brands focus on the art of blending, NAUD focuses on the art of actual distillation.
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NAUD prides itself in aging its Cognacs longer than the legal standards of Cognac production, adding to the great quality of their spirits.
Sense of Place Built in the 19th century in the Cognac region, the ancient grain mill of Pinthiers, with its authentic paddle wheel, became the family distillery in 1923.
The Cognacs
NAUD VS Cognac Color: Copper gold Nose : Notes of pear and peach evolving into toasted almonds and cinnamon. Palate: Fresh and well-balanced. Aromas of fruit and honey, lingering onto vanilla. This fresh and expressive Cognac is best appreciated neat, on the rocks or in legendary cocktails such as a Julep or a Sidecar. Aging: At least 3-years-old. ABV: 40%
NAUD VSOP Color: Deep auburn with hints of gold. Nose: Elegant with a hint of vanilla, dried fruit, mild spices, cinnamon and nutmeg. Palate: Supple and fruity, with notes of orange, peach and a touch of oak on the finish. This soft and seducing Cognac is to be enjoyed by those who enjoy it neat or in cocktails. Aging: At least 5-years-old. ABV: 40%
NAUD XO Cognac Color: Dark amber with mahogany. Nose: Smooth and rich with fragrances of candied orange, prune, leather and cinnamon spice. Palate: Complex and long lasting notes of Seville orange, tobacco and earth. A truly rich and complex Cognac with extraordinary suppleness. Aging: At least 10-years-old. ABV: 40%
NAUD Extra Cognac Color: Mahogany with deep hints of gold. Nose: Notes of candied orange and quince followed by aromas of mocha and cedar. Palate: Bold and persistent notes of orange peel, leather & tobacco, with toasted vanilla at the finish. This strong and masculine cognac embodies the Heritage of the NAUD Master Distillers extensive experience. Aging: At least 10 years, but contains 30-70 year old spirits in the blend. ABV: 42.3% Vol.
*EXTREMELY LIMITED AVAILABILITY
Competitive Set
Projected Off-Premise vs. On-Premise Breakdown
Off-Premise
On-Premise
Key Selling Points Famed De La Tour distillery is owned and operated by a family that has been distilling since 1923. Many other Cognac brands are headed up by Master Blenders – the Naud family are Master DISTILLERS. Terroir driven wines with great attention to growing conditions, harvest and ageing result in the finest of liquids. Traditional production methods using copper pot stills. Extraordinary custom glass bottles & stoppers that evoke the image of alembic stills.
NAUD VS: $49.99 NAUD VSOP: $55.99 XO: $139.99 NAUD Extra: $249.99
Suggested Retail Pricing
Sell Sheet
Info Booklet
Shelf Talkers
Sales Support Materials
Earned Media
Cognac Category is HOT! U.S. Cognac shipments surged last year, as volume and value both rose by double-digits According to the Bureau National Interprofessional du Cognac (BNIC), exports to the U.S. grew by 11.5% to 82.6 million bottles (about 6.4 million cases) in 2017, with value rising 12.7% Driven by the U.S. market’s strong showing, Cognac’s global export value leapt 14% last year to a new record high of €3.15 billion ($3.85b) By volume, total Cognac exports reached 197.4 million bottles on
VSOP, Anyone? While volume growth has been strong for both Hennessy and the overall Cognac category, the value numbers have been even more pronounced, as consumers trade up from VS to the category’s higher qualities: “From my seat, the VSOP segment is where we’re seeing the most dynamism,” Martell brand director Brian Smith recently told SND.
“Hennessy VSOP ($45) today, from a volume and value standpoint, is larger than ever, and Hennessy XO ($200) has tripled in size in the last three years.” Giles Woodyer, Hennessy’s senior vice president for the U.S., adds
Progress for the upscale marques has contributed to a near-tripling of Cognac’s shipment value to the U.S. over the past half-decade, to nearly $1.5 billion.
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