Thibaut Hontanx is the seventh Chief Blender of the historic Maison Courvoisier. Here, he speaks to LUX about the brand’s famous past, and the importance of celebrating the present

LUX: Can you start by telling us a bit about Maison Courvoisier’s history and why the heritage of the brand is so important to its identity?
Thibaut Hontanx: Courvoisier was founded by Félix Courvoisier in 1828. The brand was officially registered in 1843, and Félix then built the Maison in 1857, which still operates on the banks of the Charente River. He ultimately created the brand because he believed in celebrating the joy in the everyday, and this is something which still holds true for us.

When Félix passed away in 1866, he left Courvoisier to his two nephews, the Curlier brothers, who had lived in Jarnac their entire lives. They expanded the business internationally to London, and Courvoisier was awarded a gold medal at the 1889 Paris World Fair and its cognacs were then served at the inauguration of the Eiffel Tower.

LUX: Indeed, and Courvoisier has been served at many historical celebrations – it was also served at the opening of Moulin Rouge. Are there any upcoming landmark occasions in which you are planning to cement the presence of the brand?
TH: Next year will be a landmark year for Maison Courvoisier; we are thrilled to reopen our home in Jarnac in 2024 after more than a year of renovation work. Beyond our exciting Maison reopening, we will have more updates to share soon…

Follow LUX on Instagram: luxthemagazine

LUX: Can you speak to the Maison’s Foundation 1828 project and your vision to support small business owners and entrepreneurs?
TH: Foundation 1828 is Courvoisier’s philanthropic platform. It provides meaningful financial and educational support to empower small business owners and entrepreneurs in underserved populations across the world.

In the US, we have established a multi-year partnership with the National Urban League, which is a historic civil rights organisation dedicated to economic empowerment, equality and social justice. Since 2020, Foundation 1828 has also contributed to a $1 million financial commitment over five years to assisting Black and minority small business owners and entrepreneurs in the U.S. This year and beyond, our Maison is aiming to expand its support globally.

LUX: What would you say to someone who has an appreciation for luxury drinks and spirits, but who does not usually drink cognac?
TH: I would say that our Collection of cognacs have something to offer for every taste preference. For spirits drinkers who are looking for a sessionable, refreshing cocktail, I would recommend that they try the Courvoisier Gala cocktail. This drink is very festive and gives people from all backgrounds and taste preferences an opportunity to explore the rich world of cognac through an approachable experience.

If you prefer a neat or on the rocks style pour, I would suggest trying Courvoisier XO Royal from our prestige portfolio collection of cognacs. Courvoisier XO Royal really embodies the roots of Maison Courvoisier through the vision of our charismatic founder, as well as its rich history of revered cognacs that graced the royal tables of Europe. Our ultimate expression, L’Essence de Courvoisier, is also great to enjoy neat.

LUX: Could you describe the significance of terroir in the production of Courvoisier cognac, and how it influences the flavour profiles of your Cognac/Blends?
TH: The significance of terroir is paramount, as it has a huge influence on the flavour profiles of our cognacs and blends. The fruity and floral style of our Maison has been defined by the successive generations of Chief Blenders as Cognac in Blossom. We deeply respect the Cognac region, where our art of making is rooted in harnessing, liberating, and revealing the spirit found in our terroir, crus, and oaks. This philosophy results in an exuberant cognac infused with the vibrancy of the Cognac region.

LUX: In the world of luxury spirits, what are some of the key trends you anticipate in the near future?
TH: I think there will be a continued focus on premiumization and heightened enthusiasm within the cognac category. At our Maison, I expect more experimentation with blends of older, rarer eaux-de-vie to develop our prestige and ultra-prestige segments of the business.

Read more: Entering Veuve Clicquot’s Garden of Gastronomy

LUX: You have a lot of tradition and history behind you. How will you ensure that you continue to appeal to younger generations in today’s market?
TH: We will continue to innovate offerings, introducing new and exciting blends and cognacs that align with evolving preferences, emphasising inclusivity and approachability. Our goal is to continue to offer a cognac experience that is welcoming and accessible to all.

LUX: Why was British artist and designer, Yinka Ilori, the right person to be the Maison’s ‘Ambassador for Joy’?
TH: Yinka is committed to making art playful and community-driven. Likewise, we believe in making the cognac experience a joyful one that can be enjoyed by anyone. We are continuing to redefine the cognac category by placing Courvoisier in consumption moments that are vibrant and vivid. Our work with Yinka continues to bring to life our brand world that is about savouring life’s pleasures.

Find out more: www.courvoisier.com

Beam Suntory has established the James B. Beam Institute for Kentucky Spirits at the University of Kentucky, which supports a curriculum to educate the next generation of distillers

Kim Marotta is head of sustainability at Beam Suntory, the drinks behemoth behind Jim Beam, Courvoisier and Sipsmith with annual revenues of more than $4bn. She speaks to Ella Johnson about what the sector can do to help preserve water and agricultural resources, and why more companies need to be putting their necks on the ESG line

Kim Marotta

LUX: Why has the spirits industry been slower to act on ESG than food?
Kim Marotta: The spirits and food industries share several foundational environmental concerns: the sustainability of agriculture, helping fight climate change, looking after water resources and working towards more sustainable packaging.

While the spirits industry may not have been as visible in communicating its work as the food industry, I do think these have been central concerns for a long time. From agave, to corn, wheat to barley, and of course, water, I’m glad to see both industries on the same page in terms of the importance of environmental sustainability.

Tequila from agave fields can take between 8 and 12 years to harvest

LUX: Where do the challenges lie?
Kim Marotta: Water, transport and packaging. It goes without saying that water is one of the two foundational ingredients in the spirits industry, presenting enormous opportunity for positive environmental impact. We have established water sanctuaries in Loretto, Kentucky, at Maker’s Mark and in Clermont, Kentucky, at Jim Beam. We’ve also set out an extensive program of peatlands water sanctuaries in the Highlands of Scotland, not to mention our pioneering work in the tequila industry where our Casa Sauza brand has the lowest carbon footprint and water usage.

Follow LUX on Instagram: luxthemagazine

With transport, just looking at the amount of products spirits companies ship all over the world, there is a fantastic opportunity to influence and partner with logistics groups to ensure everyone is working together for more sustainable methods of transport.

Packaging, one of the most crucial parts of the customer relationship to any premium spirit brand, is also a critical area. Brands all around the world are looking at how to make it more sustainable, whether it’s conducting a lifecycle analysis on every piece of packaging, as we do, to prioritising right weighting to minimise materials usage and waste, to total redesign of bottles, which we did this year with Courvoisier.

Following Beam Suntory’s establishment of Natural Water Sanctuaries in both Japan and the US, their new initiative focuses on peatlands water sanctuaries in the Highlands of Scotland

LUX: What is the biggest obstacle the industry faces right now?
Kim Marotta: Mobilising the industry, governments, NGOs, communities and customers to all come together and drive real change. This is obviously a huge task and needs to be a global effort. While there has been significant progress in recent years, there is still a lot of work to be done.

LUX: Which group is most important?
Kim Marotta: I’m not sure any one of these groups can be singled out as the most important, but what we do often see is that change is accelerated by consumer preferences and activism. That said, corporations and governments play a central role in ensuring the important issues are addressed for the long-term.

Read more: Unilever’s Rebecca Marmot On The Sustainable Everyday

LUX: Beam Suntory saw sales up by 11% in 2021, the same year that it launched its Proof Positive program. Does this imply a correlation between profit and purpose?
Kim Marotta: Proof Positive only launched last year and is a long-term initiative over ten years, so I don’t know that that alone demonstrates a correlation between the two. However, what does show that connection is that the foundation of Proof Positive – what we refer to as ‘Growing for Good’ – has been part of our DNA for generations. That certainly has helped our performance, and, I would argue, has shown itself as a commercial imperative.

LUX: How are you embedding social justice into your sustainability strategy?
Kim Marotta: Our ambitions, by 2030, are to have 45% racially and ethnically diverse employee representation in the US and to achieve an industry-leading sense of belonging among employees. We are also committing to achieve one million volunteer hours to communities and initiatives that promote social justice and to reach 50% women representation in leadership positions.

Maker’s Mark, Loretto, Kentucky

We partner closely with our employee impact groups to ensure that we are guided by our people and values in how we support social justice. We’re committed to financially supporting the important work undertaken by leading social justice organisations.

For example, Courvoisier has partnered with the National Urban League to support Black-owned businesses and entrepreneurs facing hardship as a result of the pandemic and committed $1 million to provide support to Black-owned businesses over the span of five years. Hornitos, another of our brands, has also made significant donations to The League of United Latin American Citizens and We Are All Human to support the Fair Shot program, which supports immigrants seeking US citizenship.

Read more: GreenBiz’s Heather Clancy On Corporate Climate Action

LUX: How can companies move their ESG agendas beyond reporting and compliance towards business enablement?
Kim Marotta: Companies should not be afraid to set out the most ambitious targets that they can, even if the specific road map isn’t totally clear. Whether they’re unsure if the technology is there, or what the commitment to R&D might be over the years, the solution is simple: set aggressive targets, make the investments in technology you need to make to hit those targets, and be accountable and transparent, showing evidence of progress along the way. If companies aren’t setting aggressive targets, they aren’t going to make as much as of an impact as they can.

Kim Marotta is Global Vice President – Environmental Sustainability at Beam Suntory

Find out more: beamsuntory.com

The whisky trail in the Scottish Highlands

Tod Bradbury is head of rare and collectable whiskies at the renowned fine wine and spirits merchants Justerini & Brooks, London. Here, he tells LUX about the company’s elite collection of casks and why whisky is about the experience

Tod Bradbury. Photograph by Gary Morrisroe

1. Can you tell us about the concept behind the Casks of Distinction programme?

The buying of malt whisky by the single cask is the pinnacle of collecting. There is nothing more bespoke, more personal than buying your own unique cask and having it bottled to your very own specifications. The Casks of Distinction programme does just that: it is the private sale of individual casks of rare and exceptional Single Malt Scotch Whisky. Each Cask of Distinction is chosen on the basis of its quality, representing the most exceptional and singular expression of the distillery’s character.

Follow LUX on Instagram: luxthemagazine

Buying a cask of whisky is a personalised journey, guaranteed to provide an unforgettable experience. For casks from silent distilleries (those no longer in production) it may even be a once in a lifetime opportunity as these are produced in tiny volumes and supplies are fast dwindling, but with the Casks of Distinction service, they are occasionally within the reach of the individual collector.

Whisky tasting at Justerini & Brooks in London. Photograph by Gary Morrisroe

2. How do you select which whiskies will be included in the Casks of Distinction programme?

Once a year, at the liquid library at our archives in Scotland, the Casks of Distinction selection team gathers, led by our four Master Blenders (Dr Craig Wilson, Dr Emma Walker, Maureen Robinson and Dr Jim Beveridge) who have more than a century of combined experience. Their judgement and knowledge is highly regarded and sought out by whisky connoisseurs across the globe. The group of experts select which casks should be considered for the esteemed Casks of Distinction list. They employ their collective understanding to identify the rarest and most exceptional casks to be put forward for evaluation and inclusion to the programme. Many of these casks have been watched closely for years with the group waiting until they reveal a distinctive quality that sets them apart. Others are chance findings of a rare gem, but one that makes a lasting impact on the finder. Each is entirely unique.

Through repeated tastings, each cask is held to the utmost scrutiny by the experts in their analysis of the specific nuances and character of each whisky. No cask reaches the final list without unanimous agreement by all four Master Blenders.

Read more: Product designer Tord Boontje on sustainable materials

3. Where are the casks normally stored after purchase?

If you are one of the privileged few to own a cask, you can rest easy knowing that your individual cask is stored in our warehouse facility at Royal Lochnagar distillery on the Bergeldie Estate nestled near the gates of the Balmoral in the Highland whisky-producing area of Scotland. This ability to get hands on with your own cask during its slow maturation gives a privileged few individuals peace of mind.

Once your whisky has matured, it will be ready for bottling which is where the next stage of the Casks of Distinction journey begins. Some collectors want to store their bottles to be appreciated later in which case we can arrange storage in our subsidiary company Cellarers Ltd, at Octavian Vaults —a bomb-proof storage facility where safekeeping is guaranteed. Other collectors might want to gift bottles to friends and loved ones, or simply have them sent home to take pride of place in their cellar. This, too, can be arranged.

Port Ellen distillery isle of Islay, Scotland.

4. Have you noticed a distinct difference in the types of whiskies enjoyed between the sexes?

The whiskies are as individual as the people who consume them and they can be enjoyed by anyone equally. I am always under the impression that everyone likes whisky. It is just a process of finding out which one. At the start of a cask ownership journey, we always begin with consultation. In these conversations, we will build up a picture of a client’s taste profile. The kinds of foods they like, cookery styles preferred, even the variety of tea they drink – these subtle nuances will give form to their preferences. Customers will often come to us with a set idea on the type of whisky they like but our discussions can lead them to some unexpected new discoveries. I’m also of the view that whisky can be enjoyed however you like – whether that’s with water or without, on the rocks or even in a high-ball.

5. What distinguishes an exceptional whisky from a good one?

For me, an exceptional whisky is just as much about who I am with, when and where, as it is about the actual age and quality of the whisky. Whisky is for sharing. An exceptional whisky is one that transports you back to that moment. So pick an excellent group of friends and pull the cork.

6. Which is the most unusual distillery you have visited?

The most unusual Scotch whisky distillery for me would be Mortlach for its fiendishly complicated distillation in which the liquid is actually distilled 2.81 times creating this heavyweight, viscous and “meaty” new make spirit.

Find out more: justerinis.com

As Head of Rare and Collectable Whiskies at Justerini & Brooks, Tod Bradbury works with both established connoisseurs and those exploring the category for the first time. Photograph by Gary Morrisroe

Tod Bradbury, Head of Rare and Collectable Whiskies at leading London wine and spirits merchant Justerini & Brooks recommends five prestige whiskies for LUX readers

For first-time drinkers: Johnnie Walker, Blue Label, Ghost & Rare, Glenury Royal Edition

Johnnie Walker is a name many are familiar with, and it’s a great starting point. This bottling is a limited-edition Blue Label featuring liquid from the now closed distillery, Glenury Royal. It’s the third in the ‘Ghost and Rare’ series, crafted using incredibly rare whiskies and won’t ever be repeated. A smooth, honeyed dram that will be sure to please.

Follow LUX on Instagram: luxthemagazine

For whisky connoisseurs: Brora 40-Year-Old 200th Anniversary Limited Edition

Brora is one of those heralded ‘ghost’ distilleries. No longer producing whisky their stock is finite, which collectors love. In my mind, this bottling from 1978 is, to put it mildly, a magnificent whisky. Hailing from an era that has come to be known as Brora’s ‘golden age of peat,’ this is a whisky for any serious collector, and one that will never fail to impress.

Best value: Lagavulin, 12-Year-Old, Islay, 2019 Release

If you have had Lagavulin before, you will be sure to remember it. It’s a smoky, peaty, heady whisky. Usually matured for a minimum of 16 years, this bottling is a classic stripped-down ‘acoustic’ Lagavulin. At 12 years old, it is pure in style with a wonderful freshness. This is a Lagavulin purist’s dream; wonderfully simple, and all the better for it, without the usual price tags that Lagavulin can command.

Read more: Behind the wheel of the world’s most powerful supercars part one

To give as a gift: Johnnie Walker, Blue Label, Ghost & Rare, Port Ellen Edition

The second in the series of the ‘Ghost and Rare’ bottlings from Johnnie Walker. This one is very special. Including liquid from Port Ellen, the revered and now silent Islay distillery. It makes a very impressive gift. Port Ellen is some of the most sought-after liquid for my customers and there is a good reason for it. This is a fantastic way to enjoy a little piece of whisky history.

For special occasions: Mortlach, 26-Year-Old, Speyside, 2019 Release

Mortlach is one of those distilleries that everyone should try. Known as ‘the Beast of Dufftown,’ this Speyside dram is magnificent in every way. At 26 years-old it is an epic, perfectly matured Mortlach of exceptional quality from first-fill Pedro Ximenez/Oloroso seasoned casks. Best enjoyed as it is, or with a dash of water. It will certainly go down well at a special occasion.

Led by Tod Bradbury, Justerini & Brooks’ team of whisky experts can help source whiskies from lost or ghost distilleries as well as limited editions, rare cask finishes, and limited or single cask bottling. For more information visit: justerinis.com