Vintage cognac posters fuse artistic mastery with commercial intent, showcasing how visual elegance can be employed to elevate the category’s status and affirm it as a symbol of refinement.

The idea that wines and spirits are shipped, marketed, and sold to us in bottles seems obvious with hindsight. But it wasn’t always the case.

Building on insights from my attendance of the BAC/BACS 2024 annual conference, let’s explore how archives can create value for drinks companies.

In this article we will look into how a deadly louse from America has almost killed cognac and reshaped the world of spirits.