Compagnie de Guyenne : Cognac Meukow

By Petronella Salvi

Cognac with drive and elegance personifying mystery, symbiosis and alchemy.

                      The Maison Meukow dates from the end of the Nineteenth Century, when it enjoyed fame and fortune as purveyor of Cognac to the Russian Imperial family. The company of Meukow was established, in 1862, when Tsar Alexander II sent Auguste – Christophe and Gustave Meukow to France to supply the Russian Court, then craving luxury goods and fine products such as quality Cognac.

 

They became Cognac négociants but acquired no vineyards. Its present success and vitality is the creation and hard work of the Coste family who, in 1979, bought the company and integrated it into their own family owned company, the Compagnie de Guyenne. At the end of the 80’s and during the 90’s the Compagnie de Guyenne enjoyed spectacular success on the Asian market and stocks were needed to supply the growing demand.

The Cognac trademarks have always been significant in the Orient and an attractive, captivating image is an undeniable proof of elegance and an assurance of customer loyalty. Thus, Cognac Meukow became identified by the panther declined in various colours and textures and by its atypically shaped bottle. Obviously, image also influences customers on other world markets. Cognac has long been acknowledged as the traditional image of luxurious living and representative of the appreciation of quality and excellence.
Cognac Meukow is still a family owned company and thus enjoys greater flexibility to adapt to the demands of different markets and to adjust to changes in consumer behaviour. The company has built its export market on firm foundations, in spite of being seen as the “Outsider” in Cognac.

The theme in the packaging of Meukow products revolves around decorated carafes, which have received the highest accolades from Packaging Competitions. For example, the VS, marketed in the United States of America, comes in a carafe of transparent glass with the Black Panther in black, adding a note of secrecy, yet leaving visible the delicate, tantalising and exciting colour of the elegant and powerful Cognac.
The shape and presentation of the carafe packaging is an indicator of the fine quality, beautiful colour nuances and the craftsmanship of the Compagnie de Guyenne. This style of presentation, with a touch of seduction, attracts the younger and trendier consumer, both male and female.

The Panther has reached icon status – “it is timeless and universal, evoking strength and suppleness, elegance and sensuality, all of which are the foremost virtues of Cognac and the sensations that it procures”, according to Céline Viard. Design packaging forms an integrated part of the development of the brand.
A refined modern container or carafe with a traditional, luxury beverage, marketed with a resolutely modern attitude, is the cornerstone of Cognac Meukow’s success.Meukow VS Black Panther at 45% Alc/Vol. (90 Proof) has an old gold tint, aromas of dried fruit, length and smoothness in the mouth, nutmeg and liquorice notes on the finish.

The very expression of elegance and power. Meukow VSOP Superior (Winner of the IWSC Cognac Trophy, in 2004, as well as the Pack d’Or of the INDP) with the clear panther rippling with mysterious vigour against the mellow amber of the gold reflections, has a fruity head and nutty heart, finishing on notes of spice and tender tannins – it is complete and harmonious on the finish, personifying smoothness and mellowness.

The Meukow Vanilla, VS at 30% Alc/Vol. is the ultimate nectar. This Cognac is deliciously flavoured with natural vanilla, presented in a white, satin finished bottle with a clear, transparent profile of the panther. The taste evokes a new sensation of length and delicacy, of power and silkiness. Its seductiveness and smoothness tantalise the ladies.

Meukow Vanilla is the backbone of Cognac Meukow’s products on the American market.

 

The marketing of the Meukow Napoléon is in a phase of transition and comes in a green satin finished bottle with a clear panther.

 

A traditional,yet contemporary Cognac of bronze colour with brilliant gold reflections, fruity with delicate orange and vanilla tones, dark chocolate heart, finishing on spice, leather, cedar and walnut flavours.Meukow XO is very popular with its golden panther, the supreme and perfect harmony.

 

Ardent, yet delicate. Attractively fiery with mahogany tints, floral notes on the head with jasmine and iris, whilst the heart of the Cognac is fruity with prune and peach. Candied fruit and tawny port flavours with fruit fragrance give way to spice, nutmeg and cigar box on the finish. Meukow XO Grande Champagne, recently released, proudly carries a platinum panther. The Cognac is complete and rich and satisfying. Meukow Extra is the byword in sensuality and complexity.

Born in the Meukow “Paradis”, expertly blended by the Cellar Master into a beautiful mahogany hue with brilliant, gold reflections, the head is fruity, reminiscent of candied fruit and gentle vanilla fragrance, whilst the heart shows deep, rich leather, dark chocolate and walnut flavours, subtly expressing truffle and harmonious tannins.

Meukow Rarissime,at 41,3%Alc/Vol.,bottled at the strength at which it is taken from the vat, reverts to the traditional Cognac bottle with a traditional, old fashioned label. A natural and rare, unblended Cognac. A hint of rancio and unsurpassable aromatic persistence, which is the proof of its long careful maturing in the “Paradis”. Profound amber, brilliant copper reflections.

Connoisseurs immediately recognise an exceptional instant of excellence and purity. Meukow Nec Plus Ultra is presented in an attractive, discreet, Baccarat crystal carafe with the Meukow signature. It is a name and a heritage which have existed in the Meukow Company for a long time and is a compliment to Michel Coste’s sense of history and attention to detail.

Kept in the “Paradis”, this Grande Champagne is characterised by distinguished, deep amber, showing gold tinted reflections. Delicate, white flowers and orange zest notes, with old leather and walnut aromas, developing a touch of rancio against a background of cigar box, floral and cedar notes, with a hint of pepper and liquorice lingering on the tongue.
Then the rarest, the “museum piece”, vintage Cognacs,patiently matured and nurtured over many decades in the “Paradis” where it secretly acquires it superb aromatic complexity. A pure and classic taste ! At present Meukow Museum Cognac 1889, Cognac 1900 and Cognac 1912, are on the market.

Cognac Meukow is managed and directed by the family. Philippe Coste, the company CEO, is proud to be a Cognac producer. Proud of Meukow’s renewal on the market and pleased that the ancillary trades, bottle makers, packaging industry, cork producers, etc., also profit from the success of his company.
His wife, Françoise Coste, is responsible for the accountancy and its management. Céline Viard, his sister, together with Marie - Laure Brugerolle, is responsible for marketing and communication, while Claude Brugerolle is the commercial manager. Benoît Viard is responsible for the production facility. Damien Bertrand is the Duty Free manager.

 

This young and dynamic team is geared for the future and prepared to confront the difficulties that the Liquor Trade has known due to the stricter application of Drink & Drive laws and the growing health awareness around the world. Also, even if only a temporary problem, the present additional restrictions on hand luggage that has negatively affected Duty Free and Airport buying.

Nevertheless, they face all these challenges with enthusiasm. Their continued commercial achievements and the consistently high quality Cognac that is produced are the fruits of their father, Michel Coste, whose labours and passion built up the company from the “Sleeping Beauty in an empty shell” that it had become when he acquired it.

The company has been present in the USA for the last eight years and, at that time, entered the market with its “Black Panther” Cognac. Recently, the Chicago based distributors, Barton Brands Limited, a spirits division of Constellation Brands Inc., who distributes Cognac Meukow nationwide as of August 2005, launched a well focused campaign with the slogan, “The Beauty and The Beast”.
The stars of this promotion are Meukow VS Vanilla, as the Beauty of course, and in the role of the Beast, the Meukow 90, at 45% Alc/Vol. 90 Proof, an eminently mixable Cognac. It has a powerful image in its black, satiny, mat bottle with the sinuous, transparent,embossed panther.

The male and female elements uniquely portrayed by the panther, symbolize, on the one hand, the strength, the power and the suppleness of the Beast, and on the other, the delicate, silky, nectar of the Beauty. Combining the subtle vanilla fragrance and the restrained power of the Cognac, the perfect male/female harmony is depicted. This will form the locomotive for all its other brands.

It will epitomise the continuation of the phenomenal impact upon, and the tremendous appeal to, trendy events, fashionable venues, the HipHop scene and the Arty and Sporty Scene. This has lead to Meukow’s participation in the important events surrounding its target market. Amongst other campaign projects, there was the very successful creation of the MPP (Meukow Panther Patrol) during the NBA All Star Games in Las Vegas.

 

These “Painted, Costumed, Black Panthers” integrated different VIP events and drew huge crowds and vivid interest. Cognac Meukow is available both on and off trade and has become a Rappers’ delight.

Cognac Meukow is well armed for the future, addressing a trendy, demanding, but captive clientele with innovative Cognac made from superior quality wine and matured in the traditional way in exquisite cellars.

Their strength lies in the dynamic positioning and experienced marketing evoking the intrinsic qualities of their Cognac revealed by the tasting thereof. All promotional material contains evocative tasting notes. The modern concept of approaching a niche market is bearing fruit and the success of Cognac Meukow is continuing at steady growth rate in the USA.

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