‘How we make it’ can be a compelling narrative
The other day, my husband came home with a bottle of Kelt — not his usual cognac. When I asked why he’d switched brands, he pulled out the box and started reading:
“Centuries ago, it was discovered that cognac, which was sent from France to the colonies, improved dramatically during the long sea voyage. The rolling of the sea, the temperature variations, frequent air pressure changes and the sea air itself rounds the spirit off in a beautiful way.
“In the 20th century came the age of brands. This meant the spirits were shipped in bottles rather than in oak barrels. The magical effect of the sea was lost as a spirit does not mature once it is bottled.
“Kelt has revived the tradition … We send our already aged spirits, still in oak barrels, on a three-month sea voyage around the globe. This, the Kelt Tour du Monde, creates a unique spirit and restores an aspect of quality lost for almost a century.”
My husband takes his cognac seriously. Why did he change his brand?
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