Partly it’s thanks to the emergence of mixology and cult mixologists.
Partly it’s thanks to the long history of quality production, first in France and later in Italy, Armenia, the UK, Australia, California, and elsewhere around the world.
And partly it’s thanks to the emergence of new premium markets – and demands for new, exclusive products – in Asia and Hong Kong specifically.
But nothing has moved the needle more powerfully for brandy and cognac than celebrity partnerships and endorsements by major performance artists like Ludacris, Dr Dre, Jay-Z , and the rapper T.I.
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