Martell Chateau de Versailles Cognac

"The latest version of Martell Cognac was recently launched with a party at the Palace of Versailles. Why there? Because their latest limited edition is the Château de Versailles Exclusive Edition. The limited-edition VSOP will be sold in a bottle with the Versailles Sun King motif and comes in a box that opens out into the shape of a golden flower. It will first be sold exclusively by travel retailer DFS Group in the new Singapore Changi Terminal 3, which opens in January 2008 for $99 Singapore dollars. The Moodie Report has a lovely slideshow of the Versailles launch."

By Deidre Woollard on the luxist blog.

The launch event at King Louis XIV's palace featured a feast for 170 guests, including international media representatives. The food was created by Michelin-starred chef Alain Senderens.

Hennessy Beaute du Siecle Cognac

"Hennessy's latest deluxe offering, the Beaute du Siecle, has been making rounds at luxury affairs lately. This impressive display was designed by French artist Jean-Michel Othoniel. Ten different artists collaborated on the chest which is made from melted aluminum and mirrored glass. It has a bronze key and at the press of a button the bottle rises up on a tray. The bottle is Baccarat crystal and set in a metal lattice designed by Guerlain. It contains the Beauté du Siècle Hennessy Cognac, a limited edition blend that was blended by cellar master Yann Fillioux from Hennessy reserves, which are up to 100 years old with the youngest being 47 years. One chest has already been presented to Killian Hennessy as a birthday present, and another was donated to Elizabeth Taylor's AIDS charity and auctioned for $200,000 earlier this year."

By Deidre Woollard on the luxist blog.

Johnnie Walker Has Your Name On It!

"Sure a bottle of Johnnie Walker Blue Label is a significant and posh gift as it is ($200) but think of the additional impression it will leave if the recipient's name is engraved on the front of the bottle! This service is available for a limited time for FREE at various locations across the nation and through their consumer care line. Consider the possibilities for your signature bottle: "Not a breakfast beverage" or "Share only with the worthy"."

By Laura Malesich on the luxist blog.

Alcohol can be seen as a rather impersonal gift, so this is a great initiative. More and more brands are now offering personalised versions of their products for gifts or special events, such as weddings. Even M&Ms are in on the act.

International Cognac Summit

From January 20th to 23rd 2008, the Bureau National Interprofessionnel du Cognac (BNIC) is holding the first International Cognac Summit.

Bartenders and cocktail experts will spend three days in Cognac, debating and taking part in workshops, lead by Fernando Castellon (author of the Larousse des Cocktails). The main aim is to create a Cognac-based short drink and long drink that will take cocktail-lovers everywhere by storm. Media gurus will also be attending.

The guest list includes:

• Dale DeGroff, President of The Museum of the American Cocktail
• Salvatore Calabrese, National President of the UK Bartenders’ Guild
• Stefan Gabanyi, Head Barman at the Schumann’s, Munich
• Colin Field, Head Barman at the Ritz Hemingway Bar, Paris
  

It will be interesting to see what they come up with, given the importance of cocktails to cognac brands throughout the world.

For full details, see the BNIC website (linked here).

The site also has a useful links section, which mentions other cognac sites.

Carlsberg 900

A beer so exclusive it doesn't even have its own website and is almost impossible to find.... Carlsberg 900 is rare and very desirable.

From Trendwatching

"Carlsberg 900 (which doesn't have its own website) launched this summer in a very limited number of selected bars in Stockholm. Developed in collaboration with 12 top Swedish bartenders, Carlsberg 900 is “brewed from refined virgin hops and selected crystal malt, and triple filtered with a longer cooler fermentation process to ensure a pure, delicate taste.” Carlsberg 900 is priced at the premium end of the market, about the price of decent glass of champagne."

This is an example of premiumisation and is not out of place at all in the world of spirits.

Innovative Map Media

Interesting use of the mobile internet in Japan to promote Kirin Beer. Linking in with GPS and mobile maps, Kirin delivered an ad message and flagged the nearest bars that stocked their product.

Whiskipedia

This is a great idea from The Whisky Channel.

A place for whisky enthusiasts to share their thoughts, feelings, knowledge and passion for their favourite types of whisky.

Visit wiskipedia here.