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Press Release

Saturday May 1, 2021

As we all slowly ease out of lockdown and gradually resume somewhat of a ‘normal’ social setting what better way to catch up with your friends and loved ones than with a beautiful meal accompanied by an even more beautiful drink.

“The problem with the world is that everyone is a few drinks behind.” – Humphrey Bogart

L’Extase Ltd presents L’Extase VSOP cognac. L’Extase is not just an amazing tasting cognac but a lifestyle.

L’Extase, derives from the French, meaning ecstasy, an overwhelming feeling of great happiness or joyful excitement, a feeling one will surely get upon drinking this fine cognac.

Part of the appeal of this cognac is that it is produced by a family-run distillery in Segonzac, a village in the Cognac region of France. As the people of Cognac in south-west France will proudly tell you, all cognac is brandy – but very little brandy is cognac.

“Cognac is to brandy what Champagne is to sparkling wine.” – Jack Charlton, Brand Ambassador for Rémy Martin.

Every part of the process from the grape-picking to filling each bottle is done by the same family. This means that each bottle is produced with care and attention to detail, making it perfect for even the most discerning cognac drinker.

Although respecting tradition and sentiment L’Extase are attempting to not solely focus on that image many have in their minds of a cognac drinker, an image of an older gentleman in a robe, comfortably sat in his arm chair in front of a roaring fire, swirling his glass of amber liquid in his hand and taking from it the occasional sip whilst smoking on a cigar. This cognac is so much more than just that. Like whiskey or gin, Brandy comes in several varieties, each with its own subtle nuances. It can be bold and bright, subtle and warming, high proof or toned down. It can be mixed with or taken neat, and is just as happy serving as a modifier in a cocktail as taking centre stage. In short, it’s a versatile, delicious liquor worthy of celebration and a place of honour in your liquor cabinet.

Since the nineties, major cognac brands have been featured in several hip-hop and rap tracks and music videos. A major turning point was in 2001, when Busta Rhymes released Pass The Courvoisier II, in which he spoke highly of the spirit’s qualities, alongside P. Diddy and Pharrell. So, what was the result? The brand’s sales figures rose by another 30% thanks to this unexpected promotion. What’s more, this trend had a knock-on effect for the entire sector. Several cognac brands jumped at the chance to make it on the American market. Collaborations with artists made it a drink that was fashionable to be seen with in American music videos, bars and clubs. Brands see rappers as the perfect ambassadors. As a result, cognac distilleries started inviting them to France to taste their best cuvées. It is not just American artist that have an affinity for rapping bars about cognac, British rapper Stormzy released a song entitled ‘Vossi Bop’, the song debuted at the top of the UK Singles Chart, becoming Stormzy’s first number-one single. In short, if you’re a fan of rap and hip-hop then you’ve definitely heard of cognac.

Particular favourites of the rap scene are French-based Courvoisier and Hennessy. Well it might be time for both to move over and make way for this newcomer.

L’Extase VSOP cognac has been designed especially with the UK urban music scene in mind, long-time fans of the music, L’Extase wanted to leave their mark on a scene that had such a huge influence on them.

For fans of the UK urban music scene and cognac lovers alike, this is a product to watch out for.