Company Information

    Flaviar was founded on January 2012. The company is based in New York, NY, USA . The number of employees in Flaviar is less than 50. Flaviar, a spirits tasting club, offers a subscription service that helps members discover new liquor products through sample tasting packs.

    Here is how Flaviar describes itself: "Enjoy special releases, themed Tasting Boxes, live tasting events, and a wealth of information on spirits & distilleries. Keep track of your Home Bar online."
      Flaviar was founded by Jugoslav Petkovic, Matija Rijavec, Grisa Soba. It is part of Y Combinator S14 cohort. Here is how its founder(s) describe the company - "Flaviar, a spirits tasting club, offers a subscription service that helps members discover new liquor products through sample tasting packs. Every month, subscribers receive a tasting kit featuring 3 samples of spirits that have been sourced from across the globe."

          Funding & investors

          Flaviar has received 5 rounds of venture funding. The total funding amount is around $5.7M.

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                        Flaviar - Blog

                          • Smoke It Up With Son of a Peat Cocktails

                          • It’s smoky, mysterious, and has a simple mission: save you from dull drinks. Yes, it’s Flaviar-exclusive and fan-favorite, Son of a Peat. We got ourselves a real mixologist and asked him to fix us three cocktails: South by Southwest, Rob Roy, and Drunk Uncle. Grab your cocktail kit, and join us on the dark side with Son of a Peat. Here’s how it’s done.   1. South by Southwest South by Southwest finds the perfect balance between the Son of a Peat's smokiness and the bittersweetness of Campari.   Ingredients: - 1 oz Son of a Peat - 1 oz Campari - 1 oz Sweet Vermouth - Orange blossom water, to mist - Garnish: Orange twist   Instructions: Mist the inside of a chilled Old-Fashioned glass with four sprays of orange blossom water and set aside. Add Son of a Peat, Vermouth, and Campari into a mixing glass with ice and stir. Strain into the Old-Fashioned glass. Garnish with another spray of orange blossom water and an orange twist.   2. Rob Roy Rob Roy is an excellent choice for those who favor sweet notes.    Ingredients: - 2 oz Son of a Peat - 3/4 oz Sweet Vermouth - 3 dashes Angostura bitters - Garnish: brandied cherry   Instructions: Add Son of a Peat,  sweet Vermouth, and bitters into a mixing glass with ice and stir until well-chilled. Strain into a chilled cocktail glass. Garnish with a speared brandied cherry.   3. Drunk Uncle The Drunk Uncle cocktail is perfect for everyone who likes bitter and smokey notes.   Ingredients: - 1 ½  oz Son of a Peat - 3/4 oz Cynar amaro - 3/4 oz Martini & Rossi Bianco Vermouth - Garnish: grapefruit twist   Instructions: Add all the ingredients into a mixing glass with ice and stir until well-chilled. Strain into a chilled coupe glass. Garnish with a grapefruit twist.   Let us know which cocktail suited your palate the most!    
                          • Are There Ideal Temperature, Glass and Serving Order?

                          • Selecting the right Whisky can feel like maneuvering a (marvelous) minefield, let's make sure that once you’ve found your dram, you get the most out of it.   What is the best temperature for Whisky?Whisky is at its optimum taste at room temperature, so between 15 and 18 degrees Celsius (60-65 °F). This goes for Scotch, Irish, Japanese Whisky, and Bourbon. Whisky is Whisky.If you’re in a hot country, you might want to cool your Whisky down, but it is far better to try and store it in a cool place and whip it out at the last moment than to try and crash the temperature using ice.Ice will obliterate some of the malt’s flavor notes and change the drink you have chosen. Always favor cellars and cupboards over freezers. You could always mellow a peated Whisky using ice, but why would you do such a thing?The same goes for heating Whisky but if you’re sipping a dram in the North Pole then a quick flash on the stove will release some of the flavors that may have seized up in the cold. Plus, you will be in dire need of a Hot Toddy. In what order should you drink Whisky?The order in which you should drink Whisky is simple; kick off with the subtler palates and graduate to the medicinal pangs of peat.If you’re experimenting with various Whisky origins, you will find Irish malts are a delicate pre-drink to Islay Scotch, for example. Save the big punches for the final round. What is the best glass for Whisky?Glencairn glass is popular among single malt connoisseurs who drink Whisky neat or with a drop of water.It’s a perfectly crafted drinking vessel that combines both form and function to deliver the ultimate tasting experience. It's used in most Whisky labs as it is engineered to bring the richness of aromas and flavors so that you can notice every tiny nuance. There is some preference towards tulip-shaped glasses that concentrate Whisky aroma towards your nose. They're also neat for swirling.Generally, a simple glass with a wide brim ideal for nosing is a safe bet.Glass's shape and quality make some difference, but at the end of the day, the real business had happened in the barrel, so don't make too big of a deal about the glass.The crafted complexity of Whisky production renders Whisky drinking a simple pleasure. How to serve Whisky? There are more ways to drink Whisky than you think. Here are some classic Whisky drinking styles; try them out and suit up.   Neat or straight Whisky straight up, on its own, is the championed method of many connoisseurs. If your aim is tasting the Spirit, this method is the way to go, as using ice/water excessively can numb the palate and inhibit the aroma.   On the rocks Served over ice a.k.a "Whisky on the rocks" could be a refreshing drinking method if you’re trying to acclimatize yourself to Whisky, but it does degrade some of the flavors.    A helpful tip on Whisky serving: Try adding big cubes or spheres to your Whisky. They melt slower, so it gets chilled but less watered down than with regular ice cubes.   A clever alternative to ice is Whisky stones. These actual stones relieve you of the dilution problem while still giving you the chilled serving.    With water Some people believe that adding a few drops of water to your Whisky releases the flavors. Especially for high-proof Whiskies, this will dilute the Spirit a little bit and soften the alcohol punch.    In cocktails  You can make many cocktails with Whisky, but first, you should master classic drinks such as Manhattan, Old Fashioned, Whisky Sour, and Mint Julep. They wouldn’t have survived the century if they weren’t good. It’s just probably not advisable to splash your Macallan 50YO around with sugar syrup in terms of a long-term retirement plan.   How much is a serving of Whisky? - A dram, 1.5 fluid ounces (45 ml) of Scotch. - A finger, roughly equivalent to 1 fluid ounce (30 ml). - Two fingers are considered a full serving (so named as it’s the height of your finger against the glass). - A glass, however much the house prefers to pour, generally consisting of 1.5 – 2.0 fluid ounces (45 to 60 ml). Once comfortable with measurements, you will be able to ‘eyeball’ the pour. What is your favorite way to serve or drink Whisky? Let us know in the comments.  
                          • Flaviar Awards: Get to Know 2021's Spiritual Superstars

                          • 2020.… and that’s enough about that. Except, it wasn’t all bad. In fact, when it comes to building the home bar of your dreams and living your best bartending life from the comfort of your couch, you might even say 2020 ushered in a bit of a Spiritual renaissance. Together, we t...
                          • Pair Up With These 7 Spring-time Brunch Combos

                          • Unless you’re one of those people whose nose had been blessed with an outstanding olfactory sensitivity to everything blossoming (in that case, we feel you *sniff*), you can smell that Spring and love are in the air. Let’s admit it, we all get a little frisky the second the days get longer, sunnier, and warmer, nature wakes up, and the world gets a tad more vivacious. Following the locked-in winter we all experienced, this year’s Spring couldn’t be more welcomed.   As the world awakens from the long, covid-induced slumber, our appetite for friendly interactions and all sorts of pairings increases. Whether you are oh-so-ready to plant a new seed in your dating life or refresh and reflower your long-time relationship, here are 7 Flaviar’s suggestions on Spirits and brunch pairings that will revitalize you and make you fall in love again.    Created to indulge your senses (even the slightly stuffy ones), these pairings combine the best of Flaviar Exclusives - drinks made for Flaviar members - with the best of slow mornings with your favorite half.   1. My HoneyBourbunny: Corn Trooper United Craft Bourbon + Honey-Glazed Ham Get beesy (we know, we know…) and cross-pollinate the sweet and spicy maple, cinnamon, ginger, orange peel, dark cherry, and oak notes of Corn Trooper with the sweet and savory honey-glazed ham. Served warm or cold, the sweetness of the ham will find its perfect match in a zesty, honey-forward, and vitamin-full Brown Derby cocktail made with Flaviar’s first-ever Straight Bourbon, a masterblend of 7 US craft Bourbons.   Brown Derby Ingredients: - 1 ½ oz Corn Trooper - ¾ oz grapefruit juice - ¾ oz honey syrup - Grapefruit twist  Instructions: Add all ingredients to a cocktail shaker. Add a few ice cubes and shake well until chilled. Strain into a chilled coupe glass, garnish with a twist of grapefruit and serve with a meaningful wink to your SO.   If you don’t have a sweet tooth for ham or want to swing around the entire field of sweet and savory combinations, pair with a cold charcuterie of your choice.   2. A Caribbean Rumance: Larga Vida XO Rum + Banana Flambé If you want to bring some tropical flavors to your table, look no further than Larga Vida XO Rum. This Flaviar Exclusive blend of 10 tropical Rums from 10 specific Rum-making countries will warm your mornings with notes of banana, vanilla, cinnamon, citrus, dates, honeycomb, oak, and nuts. It’s perfect on its own already, but let’s double-down this time and make the Rum the pairing and the star ingredient in your brunch!    Use it to make banana flambé to top your Belgian waffles, pair with a Jungle Bird, and transform your dining experience into a tropical getaway for two. Kookaburras can sing love songs too, you know…    You can also try a Yummy Rummy Tiramisu and pair it with some other Larga Vida cocktails.   3. Frerot Liaisons: Frérot Extra + Pâté and Jam Here’s a Spring fling that will put your baguette to good use (if you know what we mean…). Spread some good-quality duck liver pâté on a toasted baguette slice and top with fig jam, mixed with a few drops of Frérot Extra.    This Flaviar-exclusive Cognac combines Eau-de-vies of 30 to 50 years old to produce an exquisite bouquet of raspberries, apricots, and fresh orchard fruits that will elevate the humble fig jam to an opulent celebration of fruity flavors. Bring the Rendez-Vous to a climax by pairing it with the French 75 cocktail, a refreshing double-take on “the people’s Cognac.”   French 75 Ingredients: - 1/2 oz simple syrup - 3/4 oz strained, freshly squeezed lemon juice - 1 1/2 oz Frérot Extra - Champagne or sparkling Wine, chilled   Instructions: Combine the simple syrup, lemon juice, and Frerot Extra in a mixing glass. Fill the glass three-quarters full with cubes, cover, and shake vigorously until thoroughly chilled, 15 seconds. Strain into a flute, top with chilled Champagne and serve on a silver platter.   4. Muffin’ Compares To You: Hercules Mulligan + Muffins OK, so some Spring mornings might still be a little chilly, so here’s a warm pairing that will surely encourage you to leave your warm bed—or if you choose to remain there and make it a brunch in bed, that’s fine with us, too. But, nothing gets us up faster than the smell of freshly-baked muffins. Chocolate chip, blueberry, banana, lemon, honey, apple-cinnamon, they’ll all pair well with a Hercules Mulligan Hot Toddy. This 2021 Flaviar Award-winning ready-made cocktail combines Caribbean Aged Rum and American Rye Whiskey with macerated, fresh organic ginger, and bitters for an Old-Fashioned combination of flavors that will compliment or counterbalance your favorite muffin recipe.   Hercules Mulligan Hot Toddy Ingredients: - 1 ½ oz Hercules Mulligan - 2 tsp honey - Juice of half a lemon - 2 ½ oz water - Cinnamon stick to garnish  Instructions: Warm all the ingredients slowly in a pan - it'll make your home smell amazing - until hot, but don't let it boil, then decant into glasses. Go for something with a handle for that traditional vibe, or some heavy-based tumblers. Garnish with a thumb-sized piece of lemon peel, twisted over the glass to release the oils in the skin, and a cinnamon stick. Enjoy all snuggled up to each other.   5. You’re a Peach, Brandy: Shakmat + Peach Crisp Yogurt Bowl Be a peach and whip your SO this healthy, refreshing brunch combo that will get you thinking about Summer together. Peach crisp yogurt bowl will find its Summer romance in a neat serving of Shakmat, the Armenian Brandy.    The abundance of exciting flavors inside this 23-year-old Spirit includes dried fruits (plums, raisins), walnuts, cloves, molasses, vanilla, and oak among others and will perfectly complement the caramelized peach and toasted granola flavors featured in the bowl. Luckily you don’t have to wait for the peach season these days, but if you want, you can also substitute fresh peaches with canned ones, just make sure to pat them dry and omit the sugar, they’ll be sweet enough.   And if you want to go full traditional on the Brandy and feel like you’re one of the locals, serve the drink inside a halved peach. You know, we think they’re onto something here...   6. Good Moaning: Quarantine Vodka + Anything Hearty If you love doves are more the partying type and you just woke up after a long night of *khm* Spirits tasting, you might want to cure yourselves with a hearty brunch treatment. The prescribed classic here would be a Bloody Mary. Made with Quarantine Vodka, an incredibly smooth, and six-times distilled premium Spirit, this is certainly THE medicine.    The combination of savory tomato, refreshing lemon, spicy Tabasco, and horseradish will heal you almost instantly, but pair that with a hearty choice of brunch classics, such as a breakfast quiche, eggs Benedict, omelet, frittata, shakshuka, a full English breakfast, or literally anything your stomachs can handle and you’ll both live to see another sunny day.   Bloody Mary Ingredients: - 1 pinch celery salt - 1 pinch ground pepper - ½ oz lemon juice - 1 ½  oz Quarantine Vodka - 3 oz tomato juice - horseradish (optional, to taste) - 2 dashes Tabasco or other hot sauce - 2 dashes Worcestershire sauce Garnish: lemon wedge, celery stalk, green olives, parsley sprig   Instructions: Rub the lemon or lime wedge along the lip of a tall glass. Roll the edge of the glass in celery salt you poured onto a small plate until fully coated. Fill the glass with ice and set it aside. In a cocktail shaker, combine Quarantine Vodka, lemon juice, tomato juice, horseradish, Tabasco, Worcestershire sauce, black pepper, and a pinch of celery salt along with ice and shake gently. Strain into the prepared glass, garnish with a lemon wedge and a celery stalk and serve oh-so-quietly.   7. Rainy Morning Redeemer: Son of a Peat + Poached eggs w/ Smoked Salmon Perfect for those misty, murky mornings, when the plan for the day is having no plans whatsoever, this brunch combo will cozy up your home like a warm fireplace. Enter Son of a Peat: The Reedemer, Flaviar’s 3rd peated Scotch, a twelve-Whisky blend that combines the magic of Islay, Speyside, the Islands, and the Highlands in one diabolical Spirit.    The potion’s warm notes of smoke, oak, nuts, and Sherry will be wonderfully elevated in a Highball and will be best complemented with smoked salmon and poached egg on toast. Of course, feel free to experiment with other hearty dishes and find the match that will fire your stills. Son of a Peat Highball Ingredients: - 1 ½ oz Son of Peat The Redeemer - 3 oz Fentiman’s Ginger Ale - Lemon to garnish   Instructions: Use a chilled, tall glass. Pour the Whisky into the glass, add ice and pour over the soda. Garnish with lemon and serve with a warm smile.   There you have it. Now, spring into action, get your hands on these Flaviar Exclusive Spirits, and start pairing up with gusto!  
                          • Flaviar Grows First Booze Tree, Science Baffled

                          • Money doesn’t grow on trees, they say, but nobody said anything about bottles. The top-secret R&D department of Flaviar has been working tirelessly on engineering a plant that would produce fresh bottles of fine Spirits. After years of trial, error and even creating a bottle that grows trees, we finally did it. We’ve created the dramberry tree, or Dramus Domestica Flaviaris, in Latin.   The tree is a hybrid of an appletree and a specially-designed military-grade Tasting Box. We’ve designed the plant to grow various Spirits categories by careful gene manipulation, although the first tree seems to produce Flaviar Exclusives only. The blooming season is right now, and we’re harvesting the bottles before they’re fully ripe, so sometime in August.    The inaugural harvest will be auctioned off to Flaviar Members at a special event in September, with all proceeds going into the next project: splicing human DNA with a Single Malt. Stay tuned for more!    
                          • A Single Batch, Never to Be Replicated

                          • “Never stop, never settle.” Hennessy’s slogan may have come on the scene comparatively recently to its long history, but the phrase is rooted in eight generations of Cognac mastery. When it comes to distilling, they’ve been around the block a time or eight. And when you’re resting on the shoulders of generational giants, the pressure is on to not just carry the torch, but to go big instead of settling for just good enough.   With their past powerhouse production, Hennessy has good reason to rest on its laurels. But as their Global Brand Ambassador Jordan Bushell shares, the company’s ethos has always been: "Let's challenge ourselves. Let's push forward. Let's always try to better ourselves."    And nothing captures that as well as the new Master Blender series — a limited edition line created to be a personal statement from eighth-generation Master Blender Renaud Fillioux de Gironde. Each bottle represents a single-batch of a special liquid that attempts to change traditional perceptions of Cognac. So we took the opportunity to sit down with Jordan to talk more about Hennessy’s new Master Blender’s Selection No. 4 release, while exploring the brand’s storied past and its deep connection with the Black community. Can you tell us a little more about Hennessy as a brand and the range of products it creates?  Jordan: At Hennessy, we have a goal to make the world's best Cognac. Now, we understand that's impossible — every single person on this planet has different taste buds, different likes, different dislikes. But along that path, we're going to create my favorite, your favorite and someone else's favorite. These will all be different.   That's really been a driving force of Hennessy through eight generations of the Master Blender’s family — the Fillioux family. That generational thing comes into play, where it's all about building on what the generation before you did. You know, pass it forward and make it better. That idea weaves its way into so many different aspects.   The goal will always be to be better, but there's a great pressure on that.   Back in 1865, Hennessy created the three-star classification — or the star rating system — that became three-star for V.S and five-star for V.S.O.P. The general idea being that no matter where you were in the world, more is better. The more stars on the label indicated a higher price point for the Cognac. Today, we would say it doesn't mean it's necessarily better. We just think of it as different.  V.S.O.P was the first one to be marketed as an aged Cognac. Hennessy started that in 1817. It started with VOPs, which were Very Old Pales, and the prince of England — who became George IV of England — asked for a superior version. And in 1818, we shipped off that Cognac. That’s where V.S.O.P came from. Hennessy was at the forefront of that, realizing an opportunity. X.O, in 1870, was also the creation of the Hennessy family. And, this was all before they were the largest brand.   What generation of Hennessy was most innovative?  Jordan: It's almost like Tom Brady says: “What's your favorite ring? It's the next one." And, I would say every generation has been more innovative than the generation before it, because they have those shoulders to stand on. It’s always about passing it forward in the sense of, "I can play around with all the eau de vie I want if I'm Renaud. But, it's now incumbent on me to put something down today that will be equal or better 50 years from now." The goal will always be to be better, but there's great pressure on that.   How did you end up in the spirits industry and work your way up to a Global Brand Ambassador at Hennessy? Jordan: I was actually working as a lifeguard trainer. But, it was all day time hours. So I took a bartending course with a friend of mine, never intending to be a bartender. My mother and father believe that if you have an education, you should use it in some way. And so, they said, "Well, you've got this course now. Why don't you try it?" So, I said, "All right.” Gave it a try, and just fell in love with it.   Cocktails just clicked for me. I got immediate gratification off guiding people into a drink. I ended up leaving the club I was at and working for bars that allowed me to explore that more. Bars with huge back bars that let me explore the Scotch realm and everywhere that I was exploring on my own, but in a controlled setting.   And, that led me to cocktail competitions. Hennessy Black launched at the bar I was running in Toronto. And the cocktails they sent me didn’t really fit what we were doing, so they gave me a couple bottles to play with and I elevated them. The guy who ran Canada for Hennessy was at the launch, loved them, and asked me to compete in the Belvedere competition to become Belvedere's global ambassador.   So, I lost the Belvedere. I came in the final eight. But the Hennessy team was looking for somebody to do some stuff for them — an ambassador for a short stint. That eventually became a permanent job, and they loved me talking about the mixability of Hennessy. That was 10 years ago now. 1. If you could have one superpower, what would it be? I would say life. Like, immortality. 2. How would you describe Hennessy in three words? Bold flavor. I only need two. 3. What is your favorite music and what drink goes with it? I like a lot of different things, but if you were going to ask the people closest to me, it would be classic rock. I'm sad that Oasis is considered classic rock now. But, Oasis is my favorite band on the planet. To drink, I’d have cocktails. A variety of different cocktails, because they go all over the place for me. I'll just sit and listen to albums, back to back. 4. What would you eat and drink for your last supper? I would have some rare Hennessy that I hadn't opened yet and a steak with a blue cheese crust. 5. Assuming Hennessy is your favorite, what's your second favorite Spirit? Single Malt Scotch Whisky. My grandparents were all Scottish heritage, and so I grew up drinking that. It makes a lot of sense to me as there are a lot of parallels there.   Can you give us a quick overview of the Master Blender’s series and what it’s aiming to achieve? Jordan: It's really about expressing Cognac in different ways. Yann Fillioux started it with No. 1 and No. 2, and then passed it off — and the role of Master Blender — to Renaud, his nephew. The Master Blender’s series is evolving and changing, but what it is at its core is an expression of a moment. Cognac is really like chaos at its very core because of the grape.   What he means by "crispiness" is the snap of a biscuit... Whisky and Rum are going to have a singular distillate that is consistent. And, Cognac does not. Every eau de vie is going to be different.   So, the core range is difficult enough to create consistency in because you're making the same dish out of sometimes different spices. Master Blender’s Selection is about a singular expression or a journey or a feeling that the Master Blender wants to convey or play with.    And so, Master Blender's is an expression of a moment, but it's also this underlying birth of a legacy.   What’s the flavor profile of Hennessy Master Blender’s Selection No. 4? Jordan: I'll walk through the flavor. Under the bottom chin, you get the grape, and then under the bottom lip, it's the grape meeting that barrel for the first time. And so, you do get a lot of the lighter notes — that honeysuckle jasmine and even orange flower. But then, under that bottom lip, you get fresh apricot coming through, and a fruity spice — almost like fruitcake, but not quite as heavy on the spice. And then under the nose, some of those flavors continue, but you also get creaminess, like a praline.   Brightness and energy duality between the two. Spicier than number 3, which was sultry and velvety, this one has a brightness to it. Similar to #2. It has aspects of V.S with youthfulness, V.S.O.P, with lasting power and finish. No. 4 is brighter than X.O. It’s made of equal parts of 4 growing regions in Cognac.     The idea here is that there's a crispness. Which is funny, because to hear Renaud say it, there is no French word to describe “crispiness.” What he means by "crispiness" is the snap of a biscuit or something like that. That's crispiness, but it's almost the energy of the actual act. There's a brightness and energy in a lot of the flavor profiles of No. 4, which he was specifically looking for.   What are some good food and spirit pairing options for Master Blender’s Selection No. 4? Jordan: You take the creamy, caramel notes and you can go into flan or crème brûlée — a classic crème brûlée would work really well with this. You get that Middle Eastern and Mediterranean influence with honeyed dates or honeyed apricots with almonds. Those kinds of things work super well. So, honeyed pastries with apricot compote in the middle, or chutneys that have a stone fruit base to them, would play off really well in these areas. Grilled meat always works with Cognac, because that barrel just complements it so well.     I also love to stick to those direct flavor comparisons and work in those ways. Something simple people could do is have some pralines and dried apricots beside them as they sip.    What’s the history of Hennessy with rappers and the Black community?  Jordan: It dates back to 1896. It goes back quite a long way. Maurice Hennessy, the third generation, was raised to believe all men were created equal. Now, that's a really easy thing to say for somebody who was really wealthy and white at that point. But, it's a different story when you look at the extremes he took it to.    He shared those beliefs with William Jay Schieffelin and the Schieffelin family. The Schieffelin family has been importing Hennessy since 1794 — that was the first import to the United States. It later became Schieffelin Somerset, and then Moët Hennessy USA.  I think the man had an incredible vision. The man took what his generation before him did, and expanded on it, making it better.   But in 1896, William Jay Schieffelin and Maurice Hennessy specifically saw that the Black working man in New York was heavily disadvantaged and taken advantage of in deplorable conditions. So they started a non-profit to fight for Black working rights. That non-profit later merged with several others to form what we know today as National Urban League.    William Jay Schieffelin was also committed to investing in other areas of American or African-American business. He had a close friendship with Booker T. Washington, who founded Tuskegee Institute. And so he would take people down on his train from New York down to Tuskegee so that he could support Booker T. Washington and the creation of that institute.   Following that along, in 1909, we became one of the first corporate sponsors of the NAACP, and certainly the first spirits sponsor. But, you also have to look at the French influence. In France, we can look at people like Josephine Baker, who in the 1950s, was a brand ambassador for Hennessy. She went over to make her fortune in Paris where she was beloved and a star of night life there and later became a war heroine in the underground movement. But, she was an ambassador for Hennessy in the 1950s.  So, why do rappers sing about Hennessy? In the '50s, we were the first spirits brand to advertise in Ebony magazine. In 1953, we were the first spirit brand to advertise in Jet magazine. In 1969, Herb Douglas, who had worked for us in sales and won a bronze at the Olympic Games in London in 1048, became a vice president at Hennessy, and he was one of the first African-American VPs in corporate America.   Closer to now, we were the only wine and spirits company serving as a founding corporate donor of the National Museum of African-American History and Culture in Washington. We supported the Thurgood Marshall College Fund through sponsorships every year, working with their high performing Black students to get them financial assistance and introduce them to contacts within the corporate world.   We just finished that up with Unfinished Business, an ongoing support of Black, Asian, and Latino small-businesses that were hit harder than most other businesses during the COVID crisis.    So, why do rappers sing about Hennessy? Because their grandfather and their great-grandfather, who fought for Black rights, had Hennessy at the table in the late 1800s and early 1900s. It was there.   What are some words of encouragement that you can offer someone who’s just not sure if Cognac is their jam?   Jordan: I would say that there are lots of different ways to drink Cognac. So, if you're scared because it's a brown spirit, and you think it's going to be overpowering or large, put it on ice. If you're afraid because you don't know what it is, well, it's a dark spirit. There are so many other dark spirits out there that share different ideas and common aspects of being aged in oak.   Every eau de vie is going to be different. And, if you're somewhere in between those two bodies, I would say, look to the rest of the spirits world and how they view Cognac. Because Cognac is viewed by so many spirits, historically, as the benchmark of the best. Which member of the Hennessy family would you want to have a drink with? Jordan: I would say James Hennessy. He was a second-generation Hennessy, Richard's son. And, on all their bottles it says, "JAS Hennessy & Co” because James was the first ambassador for Hennessy. He was the one who realized that to grow the company, he couldn't be there making it all the time. He was the one who got a man by the name of Jean Fillioux to be the first Master Blender.   So, Jean Fillioux was Richard's cellar master. He was the one that was shipping out the barrels for all the orders. He was intimately knowledgeable about all our stock. James put him in charge of creating the product, while James went out and embodied the product and got it out to the world.   I think the man had incredible vision. The man took what his generation before him did and expanded on it, making it better.  

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