CAMUS, the largest family-owned Cognac House, reflects over 155 years of entrepreneurship and has been operating independently since 1863 upholding the same uncompromising philosophy of a family five generations strong. In an increasingly globalized and standardized world, this authenticity and expertise are crucial, and CAMUS defends them fervently to create cognacs of unrivaled intensity. With single-minded determination, CAMUS always seeks the exceptional in cognacs that best reflect the rich flavor of the terroir. Just like his forefathers before him, Cyril Camus, fifth generation of the founding family, is leaving his mark on the House by reinventing the cognacs that bear his name. Today, CAMUS is thrilled to present its new range of intensely aromatic cognacs. The new collection includes the CAMUS VERY SPECIAL (Gold medal winner), the VSOP and the XO (both double gold medals winners), which have launched on April 1.
For the past 15 years, Cyril Camus’ constant objective has been to perfect a unique production process that would take his cognacs to new summits of aromatic intensity. CAMUS’ new range of cognacs is the culmination of all of these years of work, applied to the expertise and traditional know-how of the House. Each blend contains distillates from Borderies cru, the smallest and most exclusive cru where cognac production started 500 years ago. The Camus family owns 188 hectares (465 acres) of vineyards within this rare, historical and most sought-after cru. Covering only 5% of the appellation’s total surface, the Borderies soil is blessed with a characteristic clay-limestone structure which grows grapes that are highly concentrated in terpenols: these components contribute deeply floral aromas to the eaux-de-vie. All CAMUS cognac blends contain at least some Borderies eaux-de-vie. With the utmost respect for its terroir and heritage, CAMUS has always carefully presided over its winegrowing, selecting only the finest wines and keeping them unfiltered of their lees to extract their most intensely aromatic components.
Distillation is exclusively performed by hand in small pot stills, using a highly precise, non-automated technique, to preserve the most aromatic elements in the distillate.
Thanks to the high concentration of esters and terpenols, the fruity and floral aromas in the eaux-de-vie will be more powerful and distinctive because of CAMUS’ exclusive patented technique, called “Instensity”. This technique consists of manually selecting the distillation “heads” that present the best aromatic qualities. This unique method differs from the standard process used by other Houses whereby the first liters of «heads» are systematically redistilled and put aside. CAMUS’ technique results in a higher concentration of esters and a more pronounced aromatic intensity.
The eaux-de-vie are then aged exclusively in small, lightly toasted fine grain oak barrels, which provide delicate and elegant tannins. Maturation under these conditions obtains a perfect balance between the aromatic components brought from the distillation and the wood notes, giving the cognac a characteristic freshness, even after ageing.
Camus VERY SPECIAL, the first cognac in this new collection presents the highest concentration of fruit aromas. Revealing a deep golden robe with bright amber highlights, it is distinguished by a rich and fruity aromatic profile, enhanced by a touch of spice. On the nose, it radiates very floral notes of jasmine and violet. Resonating with notes of fresh mango, pear and sweet almond on the palate, this cognac presents a finish with fine and delicate tannins.
Another addition to the new range is the VSOP. An elegant and vibrant cognac, it reveals intensely floral aromas. Blended with some of the House of CAMUS’ most aromatic eaux-de-vie, including those from the famous Borderies cru, VSOP has a fruity and floral profile, supported by notes of oak, spice and vanilla. Its elegant robe presents tints of antique gold and amber undertones. The nose offers a perfect balance between precious tannins and fresh notes of summer and tropical fruit, associated with generous flowery tones. On the palate, it resonates with lavish fruity notes, highlighted by accents of spices and vanilla.
CAMUS XO cognac is the perfect balance between aromatic notes and wood components. An intensely golden color with rich mahogany hues is the result of carefully selecting some of the House’s finest eaux-de-vie, whose maturation in small oak barrels lasted at least 10 years. Each blend contains distillates from the Borderies cru, enhancing the floral notes of this intensely aromatic cognac. On the nose, it reveals sweet pastry aromas, with notes of apricots, oranges and white flowers followed by a gentle hint of cinnamon. Lavish notes of butter and candied fruit mingle on the palate, making way to a long, spice-rich finish.
The new packaging is in line with CAMUS’ history of offering a distinctive and differentiated approach to a category not known for design innovation. It challenges the norms of information brevity, and a presumption of consumer knowledge, presenting the CAMUS story in an engaging and revelatory way. In complete transparency, CAMUS presents its philosophy and commitments on the front of the box and bottle label, both signed by the hand of Cyril Camus. This is the first time that a spirit producer adds a personal touch on the front label and shares its beliefs and values with consumers directly on the product. The tasting notes are given pride of place on the front label on the box, to guide the consumer on the cognac’s flavor profile. The secret of CAMUS’ aromatic intensity is revealed by the three cornerstones of its production which are boldly stated on the box:
• Wines distilled with the lees;
• Unique “Instensity” distillation process;
• Ageing exclusively in small casks.
The packaging design initiates an unusual color scheme in the world of cognac, evoking the terroir and heritage of the Charente region: petrol gray recalls the flint stones typically found in the Borderies soil and lavender blue is a reminder that this is one of the sunniest areas of France. The touches of white and gold bring elegance, modernity and dynamism to the whole. This exclusive design makes it possible to identify and mark this fifth generation of cognac: that of Cyril Camus.
On March 31st 2019, Camus Cognac (camus.fr) was awarded a Growth Brands Award in the “Comeback Brand” category from Beverage Dynamics. The Growth Brands Awards have recognized successful beverage alcohol brands since 1997. Growth Brands are divided into four categories (Fast Track, Rising Star, Established Growth Brands and Comeback Brands) for beer, wine and spirits. The wine and spirit winners are announced each year in the March/April issue of Beverage Dynamics, while beer winners are announced in the September/October issue.
The annual Growth Brands Wine & Spirits feature in the March/April issue of Beverage Dynamics will focus on the 151 brands that qualified for this year's awards. It will cover what marketing and promotion plans led Camus to their growth in 2018, as well as the on-premise and off-premise activation programs they utilized in partnership with the trade. The issue will also cover any industry trends impacting the brand, and what Camus has in store for 2019 and beyond.