It’s happened to whiskey, it’s happened to bourbon, and now you might be wondering, can brandy undertake a similar renaissance? As a discerning enthusiast of fine spirits, you’re right on the pulse, and you’ve landed on a contentious topic that’s been causing a stir in the world of distilled beverages. Here’s a deep dive into how brandy is shaking things up and trying to capture your attention anew.

Brandy’s Rich Past

In the foundational years of the young American Colonies, the spirit industry was making waves that would ripple into the future. Distilling wasn’t just a business; it was a craft, a testament to resourcefulness, and an embodiment of the American spirit. If you’re eager to trace the journey of brandy and its potential resurgence, strap in for a data-driven and analytical ride.

George Washington: The Unlikely Distiller

George Washington, urged by his Scottish farm manager, James Anderson, began commercial distilling in 1797. With Anderson’s vast experience in grain distillation from his homeland, the duo set forth a venture that would make Washington one of the largest distillers in the young nation. Five copper stills, operating throughout the year, stood as a testament to this ambitious endeavor.

However, a glance a few years back reveals that Laird’s America had already set the stage by 1780. As the oldest apple brandy producer, they tapped into the practicality of young America. Why labor intensively over grains when an abundance of naturally available fruits beckoned? It was this adaptability that birthed the prominence of applejack and brandy.

Clear Brandies

In your search for spirits, you might often encounter clear brandies that boast their un-aged quality. This is a deliberate choice. The tradition emphasizes preserving the unadulterated intensity of the fruit, often bottled at a robust 80 proof or more. Think of it as a refreshing pause between meals. In fact, in Normandy, apple brandy’s homeland, Calvados is served mid-meal, not just as a palate cleanser, but as a digestive aid, theoretically creating a “trou” or a space for subsequent courses.

But, not all brandies stick to this un-aged narrative. Apple and grape brandies undergo maturation in oak barrels, a process that infuses them with added depth and complexity. Whether it’s the eau de vie or the aged variants, the fruits used are always at their pinnacle of ripeness, undergoing meticulous fermentation in copper stills.

The Historical “Proof” of Strength

Brandy’s evolution isn’t just about flavors and distillation. It’s also intrinsically tied to its proof. In a time before sophisticated instruments, dealers adopted a rudimentary method to gauge the strength of spirits. Spirits were poured over gunpowder and lit. If the gunpowder exploded post-combustion, it signified the spirits were “above proof”, implying a higher alcohol content. This rudimentary system paved the way for Clarke’s hydrometer around 1730, which established a specific gravity of 0.920 at 68 degrees as the “proof” strength.

Interestingly, for the US readers, this proof system adopted by Clarke and later solidified in Great Britain by legislation parallels the alcoholic content in many of the spirits familiar to you today. Brandy, along with rum, gin, and whiskey, contain nearly similar proportions, tying back to that foundational concept of “proof”.

New Age, New Techniques

The methods used to produce spirits are always evolving. For brandy, modern distillers are now experimenting with unique barrel aging, blending methods, and even grape varieties. It’s not just about producing the same old spirit anymore; it’s about giving you a brand-new experience with every sip.

Bold Branding Initiatives

If there’s one thing that attracts a new generation, it’s vibrant and unique branding. By adopting modern aesthetics and storytelling, brandy labels are trying to connect with you on a personal level, marrying the old-world charm with a fresh twist.

Diversified Offerings

While the classic brandy will always have its place, distillers are now offering a range of flavored brandies. Think apple, peach, or even honey. It’s a way of inviting those who might not have previously considered brandy as their go-to spirit. So, next time you’re at your local bar, ask about their brandy offerings. You might just discover a new favorite.

Brandy Cocktails Are A Game Changer

Remember when bourbon cocktails started to become all the rage? Brandy is treading the same path. With mixologists using it as a base for innovative cocktails, you can now sip on a brandy-based concoction that might just become your next go-to drink.

Understanding Brandy’s Resurgence

Market Disruption Ahead

Any significant change by a player like Brandy would send ripples across the spirits market. Whiskey, rum, and gin have comfortably held their ground, but a resurgent brandy could challenge their dominance. If you’re a consumer looking for variety or an investor gauging market shifts, keep your eye on brandy. Its resurgence could alter market dynamics, presenting both challenges and opportunities.

Benefits to Loyalists and Newbies

For loyal brandy enthusiasts, this could be a golden era. With more focus on brandy, there’s potential for better quality, diverse offerings, and perhaps even competitive pricing. As for those just dipping their toes into the world of spirits, brandy’s rich flavors, coupled with its profound legacy, could offer a compelling alternative. Essentially, you’re poised to enjoy a spirit that’s reinventing itself while staying true to its roots.

The Economic Implications

A thriving brandy industry could translate to economic prosperity in regions specializing in its production. With brandy’s potential rise, distilleries might expand, jobs could be created, and regions like California, renowned for their grapes, could see a boost. If you’re in these regions, it might be worth considering how this resurgence could benefit your local economy.

Competition is Good for Innovation

With brandy stirring the pot, competitors might be pushed to innovate. This means you, as a consumer, stand to gain more choices, better quality, and perhaps even some groundbreaking new products in the spirits market.

Top Brands That Are Currently Reinventing Themselves


Hennessy, a name synonymous with cognac, has elegantly woven itself into modern culture. By collaborating with hip-hop artists and engaging in high-profile events, they’ve made a statement: brandy isn’t just a sophisticated drink for the older generation. It’s also for the young, urban crowd seeking to marry tradition with modernity. Next time you’re at a contemporary gathering, don’t be surprised if Hennessy is the drink of choice.

Rémy Martin: A Fusion of Luxury and Lifestyle

Rémy Martin, another giant in the cognac world, has recognized the allure of luxury. By positioning themselves not just as a drink, but as an experience, they appeal to the affluent youth.

Their partnerships with luxury brands and influencers signify a move towards the aspirational clientele. If you’re aiming to celebrate milestones or bask in opulence, Rémy Martin is talking to you.

Martell: Reaching Out to the Trendsetters

Martell’s strategy is an engaging blend of old and new. While they pay homage to their centuries-old heritage, they’re not shying away from innovation. Their Blue Swift variant, for instance, with its bourbon cask finish, is a nod to the experimental drinker. They’re essentially telling you, “If you’re a trendsetter, if you value uniqueness, we’re here for you.”

St-Rémy: Catering to the Connoisseur

St-Rémy, while less flamboyant in its approach, is silently yet steadily courting the discerning drinker. Their emphasis on authentic French brandy-making traditions appeals to those of you who appreciate the finer details. If you’re one to savor the story behind your drink, to relish the craftsmanship, St-Rémy is resonating with your palate.

Torres: Tapping into the Sustainability Market

Torres Brandy understands the pulse of the eco-conscious consumer. With a focus on sustainable viticulture, they’re aligning themselves with the environment-first movement. If you’re someone who factors in sustainability while making lifestyle choices, Torres is sending a clear message: “We value what you value.”

Global Perspectives with a Local Touch

While brandy has a global presence, there’s been a recent push to emphasize its local roots, especially in the US. By emphasizing its unique American characteristics and flavors, Brandy hopes to resonate with both global fans and those closer to home.