Tiff Christie
Host
00:41
If you've spent any time on social media lately, you would be very aware of the trend towards quiet luxury. The idea centres around timeless, minimalistic design that prioritisesprioritizes craftsmanship, quality and elegance. But this trend is not only to be found in fashion. The trend is starting to be seen across the board, with brands leveraging not only their own heritage but also the heritage associated with their category and the rituals that come with it. And when it comes to cognac, brands like Camuss are seeking to reflect on the old world elegance associated with the spirit, especially when it comes to expressions like its new XO offering that was released recently. To find out more about the release that has been designed to bring cognac back to the center of the dining table, we talked to US Ambassador Aria Wright about tradition, flavour and pairing their cognac for the perfect dining experience. Thank you for joining us, Aria
Aria Wright
Guest
01:49
Thank you for having me. It's a pleasure to meet you.
Tiff Christie
Host
01:53
I imagine this idea of quiet luxury is nothing new to the Camuss brand.
Aria Wright
Guest
01:59
That's true, actually it's. You know, there's so many different buzzwords and I guess you know the new one is quiet luxury, and it's such a huge topic right now, so it's interesting to see how different people interpret it and express it, especially brands. As the largest family on cognac house, Camuss always had a knife luxury and crafting fine cognacs with, you know, from the finest grapes and that come from the finest growing regions in France. So luxury is inherent to Camuss and Camuss speaks luxury in every aspect of the word. Luxury is prevalent in all of our extensive prestige offerings, including the newest XO decanter, and what we really focus on in the Camuss world is creating cognacs that evoke pure pleasure for those who are enjoying it, and pleasure is, in fact, an exclusive luxury that's not offered to everyone. So we're excited to lead this category of quiet luxury.
Tiff Christie
Host
02:55
With this XO release, the brand is honouring the tradition of Art de la Table. Can you explain exactly what that means?
Aria Wright
Guest
03:04
Sure. Art de la Table is about the art of fine dining and creating an ambiance and mood around the table. Camuss XO is all about celebrating and perfecting the art that we bring to the table. We bring luxury, beauty and art to the center of the table when we experience this and dinners become livelier with the beautiful Camuss XO decanter at the center. It's made of a Baccarat crystal so, being at the center of the table, it really draws the eyes to it and it's a. The bottle is a work of art, so we invite our consumers to enjoy a dinner with friends and family with XO at the center.
03:42
The conversation will flow through different topics that ultimately land on the history of Cognac and the inspiration behind our beautiful XO decanter. And it's impossible to actually not notice this elegance sitting at the center of the table. So it's a true testament to individuality. The artisan masterpiece is designed to be refillable and customised , destined to become a permanent fixture at an elegant dinner party. And throughout the process, the guests will be able to savour the aromatic cognac of XO as they honour the tradition of arts at the table and they relish in a pure pleasure that Camuss Cognac brings to every single occasion.
Tiff Christie
Host
04:24
Now for those who don't know XO, of course, means extra old. How long has the expression been aged?
Aria Wright
Guest
04:33
So all of our XOs are aged a minimum of 10 years. Very small percentage of the 10 year aging process is the backbone, But predominantly the XOs are aged 20 to 44 years. So I would say a minimum of 10 and a maximum of 44 years.
Tiff Christie
Host
04:52
Wow, that's incredible, really, isn't it?
Aria Wright
Guest
04:54
Yes, yes.
Tiff Christie
Host
04:56
Now, what does that extra time in the barrel actually bring to the liquid?
Aria Wright
Guest
05:02
The extra time really imparts more textures and aromas. It really intensifies the flavours that come from the toasting of the barrels. So it's more vanilla, more caramel, more tannins and some smoky bites, but not too much, just enough. Also, the older cognacs develop Brancio, which is similar to Umami, whereas a lovely transition in the mouth feels silky, sultry and with a long finish. Camus is known for its intensely aromatic cognacs, and extra time in the barrel It really intensifies it and makes it smoother and rounder and softer And you know, overall it really brings out the more aromatic flavours that we are known for.
Tiff Christie
Host
05:44
As the brand celebrates 160 years this year, it sounds like craftsmanship and quality have always been very much at the forefront for Camuss.
Aria Wright
Guest
05:55
Absolutely. Craftsmanship is our core DNA. We've definitely created a method that has been carried down from generation to generation, as we are a fifth generation cognac brand, and the method uses a second distillation and a smaller than standard pot to extract the maximum aromas. So the patented process has really been created over the past 20 years and it allows Camus to create more aromatic cognacs And in fact there's seven times more aromatic than other cognacs. So our CEO, cyril, is a true cognac maverick and he's daring and he's not afraid to have fun with the cognac-making process. He bends the rules and his legacy is continuing the tradition of perfectionism and craftsmanship and innovation within the cognac industry.
Tiff Christie
Host
06:46
Tell us a little bit more about why aroma is so important when you're drinking a liquid such as yours.
Aria Wright
Guest
06:55
Absolutely So. Aroma is very important because we're a brand that really really focuses on making sure that our consumer is enjoying the product. So our base wine is venified on the leaves, meaning that we use the juice from the grape as well as the, the must and the skins. This adds to the mouthfeel but really amplifies the aromatics. So during the second distillation, our master distiller individually separates the first 20 litres off the heads, litre by litre, and they test it So they add the best parts of it back into the heart of the distillate, which is the most complex and the most flavourful, appropriate of the leaders. This really amplifies the esters and the terpenols, which is basically your fruity notes and your floral aromas. Then on to the ageing, we really use smaller but finer and grainy, lighter roasted neutral French oak to balance out the finished cognac. So that is actually all that's in this method And we take pride in really promoting that. This is one of the methods that helps us to get the most aromatic flavour out of our cognacs.
Tiff Christie
Host
08:11
Talking about the flavour, can you outline the tasting notes for the release?
Aria Wright
Guest
08:18
By far this brand is the most flavourful brand that I've ever tried of cognac, which is one of the reasons why it's drawn me to it. But on the nose, Camus contains flavours of savoury aromas and of bitter apricot and oranges. We blend those notes of XO exotic fruit and a dash of deep cacao. On the palate, the aromatic blend is silky, with a honey-like texture and intense floral notes. a direct result of the brand's patented intensity process, Camus XO’s character gradually evolves from spices and toasted flavours which come from the finishing process inside of re-toasted cognac barrels, and the blend concludes with a long and intense finish, full of dark aromas and vanilla and cinnamon.
Tiff Christie
Host
09:05
Wow. Camus has had a number of XO expression releases in the past. What makes this one different, aside from the decanter that it comes in?
Aria Wright
Guest
09:18
Well, this particular product, our new XO, is a part of our never-ending quest for crafting the most aromatic cognacs in the world and determination for perfectionism. And, as I mentioned before, perfectionism is in our DNA. So the new XO brings more value and complexity to the juice itself. It's a little spicier, more aromatic and more intense because of the process that they use, which reheats or re-toasts the cognac barrels, and then that process yields a more premium blend than the former XO. So, although it's an incredible blend, the former XO doesn't measure up with the world of intensity and the strategy of the new blend. We spoke about this before, but the new blend is also presented in a Baccarat crystal decanter with minimal branding, so simply just a removable label on the side which ties back to the quiet luxury. So there will be a bottle refill program that's going to be implemented soon and rolled out within the next few months. So all of those things differentiate it from the former XO.
Tiff Christie
Host
10:24
I imagine the bottle refilling process will actually be quite useful to a lot of people.
Aria Wright
Guest
10:30
It's going to be so useful and it also just speaks to our quest for innovation and creating a more sustainable society. I mean, i think that that's also a practice that a lot of brands are moving towards as well. So the idea behind that, as well, is, once you get to a certain point, you're able to order a refill of Camus XO. You're still going to have this elegant piece of art.
Tiff Christie
Host
10:55
It would be amazing to have such a jewel-like bottle in the center of your table.
Aria Wright
Guest
11:01
It's truly a gorgeous bottle and it's heavy and it's a beautiful closure, a gold closure, with our signature leaf at the center. So it really does speak luxury and again, it does speak quiet luxury.
Tiff Christie
Host
11:16
Now drinking cognac with dinner has been a bit of a lost tradition over recent times. What made Camus think it was time to revive the practice?
Aria Wright
Guest
11:30
Well, you know, we encourage people to try Camus however they like, because it is really a personal expression, it's a personal preference, but as the fifth generation family-owned brand, we believe there's something special about enjoying cognac with dinner at the dinner table. So society has gotten away from actually sitting down and intentionally enjoying special moments and special times and conversations with family and friends, and we've moved away from family. Our extended family and we call them our family have a new reason to actually sit down and enjoy each other. So, traditionally, families gathered around the table with a decanter at the center and the release of our new XO can slow down the pace and prompt them to really take advantage of those special moments to share in conversation, to remember how important our most precious commodity is, which is our time. It's an essential piece of the perfectly arranged dining table, tracing its origins back to the 18th century, but with the innovative techniques of the Camus house, it's a true icon of intensity and a tribute to the past and an old to the future.
Tiff Christie
Host
12:40
Yes, I was looking at a video this morning of Apple's release of their AI headset thing and thinking nobody's ever going to spend time with other people after that. So things like this are important.
Aria Wright
Guest
12:57
They're so important. It is really so important. I mean, we live in a microwave society and everyone and every brand is trying to make things more simple, so we're kind of moving far away from FaceTime. We're moving far away in real FaceTime, not just on your phone. So, with Camus at the center, it really helps to honour that tradition of families gathering around the table, sharing conversation about the day. How was your work day, how was your play day, how was your school day? Those things have been lost, so Camus is really hoping to usher back that energy and that excitement of looking forward to a dining experience with your family and your friends.
Tiff Christie
Host
13:38
Since the expression is all about dining, we would be remiss if we didn't talk about what foods would pair really well with the expression.
Aria Wright
Guest
13:49
Oh wow. Camel XO has so many flavours and so many layers and an intensity and depth making it easy to pair with any food. It holds up very well to meats, including steaks, chicken, duck and even bold pasta dishes when you want to intensify the flavour. It pairs especially well with a decadent dessert and I think we can pretty much say it pairs well with any food. So I'm thirsty and I'm hungry at this point. I haven't had breakfast yet.
Tiff Christie
Host
14:23
Cognac is, of course, the digestive, so can you talk a little bit about how people should actually drink it while they're dining?
Aria Wright
Guest
14:33
Again, we love the personal expression of this, but Cognac is so extremely versatile. It's a very great accompaniment to any course of a meal, perfect when served, neat and brings out the flavour of your traditional cocktails. as a base, we often promote drinks that are classic cocktails like the Margarita or the old-fashioned. Replacing those base brands with Camel XO can be also substituted, but it can be enjoyed as an aperitif and as a digestive. But pound for pound, camel is one of the top spirits on the market and we think that we can actually safely say that consumers can feel free to drink it however they like and enjoy it.
Tiff Christie
Host
15:19
With such a very, very beautiful bottle, a lot of people will naturally assume that it should only be reserved for special occasions. But from our conversation you've kind of indicated that it is more of an everyday luxury.
Aria Wright
Guest
15:37
Completely, completely. Camel XO is a very special blend and there are, of course, several special occasions that people would want to celebrate it. I mean, it's a gorgeous bottle, but it doesn't have to be reserved for anything in particular. Camel XO is a luxury And, in and of itself, we invite people to enjoy it during luxurious moments, whether it's a dinner with friends, at home or at a restaurant, toasting to an anniversary, birthday or a special promotion. We are the perfect infusion of beauty and elegance to any occasion. So, whatever the occasion, we have a blend that you can sip and enjoy yourself.
Tiff Christie
Host
16:13
Now we've spoken a lot about the decanter, but not necessarily how the design came about.
Aria Wright
Guest
16:20
So one of the things that really makes Camel unique and special is our atelier Leicester. Atelier Camel is a bespoke workshop that's located at the headquarters in Cognac. The extraordinary area is the birthplace of the house's rare and exclusive Cognacs. The decanter is a design that was inspired by Cyril Camel, who is the president and CEO, and his team that created the blend in our atelier.
Tiff Christie
Host
16:49
Now there's also a coat of arms within the decorations on the decanter. What does that signify?
Aria Wright
Guest
16:59
It really signifies our core pillars, And I spoke earlier about our DNA. So our core pillars are values of passion, affectionism, determination and sincerity. So within the bottle there are four quadrants and they represent the five lines of the five generations of the Camel family. Yeah, so it's a beautiful design. When you look at the bottle it looks like it's a little convex And you can actually, if you look very closely, count the lines and see that each quadrant has those lines that represent each of the five generations of Camel, And I believe it's the legacy of Cyril Camel to bring that coat of arms to the forefront.
Tiff Christie
Host
17:44
The brand talks a lot about pure pleasure and slowing down. Are these things that you actually experience when you drink the expression?
Aria Wright
Guest
17:55
Absolutely. I'm a cognac drinker. I've been a cognac drinker for quite some time. I'm not going to date myself, but the liquid is amazing. It's incredible. When I first tried the XO, i was blown away, but then, when you look at the stunning decanter, it almost makes you want to slow down so that you can savour every moment And you can really experience the pure joy of this liquid that's inside. It's meant to be enjoyed when you're sitting at a table, to really experience the pleasure of the aroma and the intensity of the flavours. Just like the art of fine dining, the art of pleasure is something that we at Camuss want people to enjoy more. So, as I mature and I value these moments even more and I value that time where I'm able to actually take a little minute to enjoy something for me, and I find that this is perfect for me in helping me slow down, because quite often I don't know how to slow down.
Tiff Christie
Host
18:57
Like so many people. yes, so many people. Now, if somebody unlike you is new to cognac, is the XO a good expression for them to experience for the first time?
Aria Wright
Guest
19:12
It's an incredible way to enter the category. Clearly, any of our cognacs, you know we have cognacs that are aged a minimum of two years and then all the way up to 100 years within the aging process. So we really want people to experience this and experience the pleasure and emotion that comes from drinking this XO. And it's really all about having that experience where you slow down and enjoy the pleasure of cognac and the art of the dining experience, because chemo really brings the beauty and elegance and the luxury to the center of the dining experience. But entering the category from you know, a very top level, like an XO, i'm sure that you will stay there, but you would want to explore some other, some of the other blends that are within the portfolio as well.
Tiff Christie
Host
20:03
With an expression like this, what do you think the brand wants people to take away from their experience, beyond just the idea of slowing down?
Aria Wright
Guest
20:15
Beauty, elegance, luxury, fine dining, arts These are all things that we continue to talk about when we're introducing the product to consumers, whether it's on social media, whether it's in person. I do a ton of events and I do a ton of trainings with art within our trade, so those are the things that I talk about. I talk about beauty of the family, the successful model of an entrepreneurial family such as the Camuss, who's five generations strong. You know, we're the largest landowners in the finest growing regions of Cognac, so these are the things that I really want to depart upon. You know, our consumers and people that we would love to introduce to the category.
Tiff Christie
Host
21:04
Now a lot of the things you've been talking about with fine dining and art and things like that. They're often seen as things that you get into as you become older. Do you find that the drinkers of Camus are an older generation, or are young people getting into the brand as well?
Aria Wright
Guest
21:24
Well as a brand that is a family-owned brand, i think you would find pleasure in seeing the beauty and having the new consumer come in, because it continues to keep your brand alive.
21:40
When we look at what this brand really represents, from the taste profiles, the nose when you introduce the product to a consumer who is a little older, they immediately relate it to another product that they've tried and they talk about how smooth it is. They talk about how it smells great and very aromatic. So I can't say that we favor one over the other, because we want, all you know, people of the legal drinking age to drink our product. But we also understand that there's value in introducing the new consumer and the younger consumer into our family, as well as being able to sustain older generation. Our target in New York is legal drinking age to approximately 45 years old, but that doesn't mean that it stops there. That means that those are the core demographics of our audience that we are talking to on social media, that we are engaging when we are out doing tastings and that we appeal to in all of our media and other things that we are doing to really increase the footprint of the product.
Tiff Christie
Host
22:53
Where is the expression available?
Aria Wright
Guest
22:56
We are available at a store near you, i must say that. But most consumers can order it now on tipsycom That's TIPSYcom, which is an online service, reservebar.com and Drizey, then, of course, at our new e-commerce website, which is Camuss-conyaccom. So, as we look to increase our distribution channels, they will be able to find it at a store near you, but definitely in New York, if they are looking for a product. And to make it more convenient and to make life more simple, we've also added these third-party sites so they can order it.
Tiff Christie
Host
23:43
And outside of the borders of the US is it a fairly global brand.
Aria Wright
Guest
23:49
Definitely a global brand. We are in Russia, in China, we are in a lot of the Spanish-speaking territories, so definitely can find it outside of the US. Oh, and another thing is we're huge and duty-free. Duty-free is where we really established our brand and how we built the bulk of our business in the beginning years.
Tiff Christie
Host
24:13
All right. Well, if people want more information, they of course can go to either the French or English versions. You can find the links of the brand site at Camusfr, or contact the brand through its socials.
Aria Wright
Guest
24:31
Yes, and Camus-conyaccom as well. We've developed our site to include some of our awards, because we've won some great awards with our all the way from our VS category through our XO, so you can find what awards we've won. You can find our social media feed. You can find where to purchase it if you type in your zip code or your area, and it can populate the stores that are near you that carry the product, and then you can also link to some of our third-party sites, like Tipsy and reservebarcom.
Tiff Christie
Host
25:08
All right, ariel Look. thank you so much for taking the time to talk to us about XO.
Aria Wright
Guest
25:14
Thank you, it was my pleasure. I love talking about this brand And I love drinking this brand as well.