# Premium Smoky Cognacs Fortnum & Mason Partners with Frapin to Launch 'Cognac Hors d’Age' By Niko Pajkovic | Published 2022-10-20 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/fortnum-mason5 References: [thedrinksbusiness](https://www.thedrinksbusiness.com/2022/10/fortnum-mason-launches-cognac-hors-dage-with-frapin/) & [fortnumandmason](https://www.fortnumandmason.com/)  [Fortnum & Mason](https://www.trendhunter.com/trends/bimber) has joined forces with the [Frapin](https://www.trendhunter.com/trends/cognac-frapin) single-family estate to launch an all-new cognac called '[Cognac Hors d’Age](https://www.trendhunter.com/trends/larsen-cognac).' The new expression was chosen by Fortnum from the family's cellars, whose tradition of distilling and growing vines dates back to the 13th century. Hors d'Age translates to "beyond age" and designates a Cognac that has been aged for over 30 years or more. “At Fortnum’s, we love to work with independent producers, and this partnership with Frapin has produced an exceptional cognac, which offers our customers incredible value and quality at the price point of many big brands XO’s. We look forward to cognac aficionados trying for themselves,” said Oscar Dodd, the department store’s wine & spirits buyer. Image Credit: Fortnum & Mason ## Trend Insights (Trend Hunter) - Score: 1.1/10 - Popularity: 7% | Activity: 14% | Freshness: 13% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### Key Themes Behind This Trend - **Luxury Cognacs:** There is a growing trend in the market for premium and high-end cognacs with unique taste and aging notes that cater to the luxury consumers. - **Single-family Estate Products:** The market trend is moving towards the niche and unique products from single-family estate distilleries using traditional methods and historical backgrounds. - **Value-driven Market:** The trend shows consumers are looking for high-quality products with good value for money compared to bigger brand names' pricing strategy. ### Where This Applies - **Alcohol & Spirits Industry:** The industry can capitalize on this opportunity by diversifying and introducing unique premium cognacs with traditional aging methods to entice luxury consumers. - **Hospitality & Tourism Industry:** The industry can leverage the growing trend in luxury cognacs by offering it in premium bars, restaurants and hotel lounges catered to the discerning customers looking for high-end delicacies. - **Food Retail Industry:** The industry can tap into this opportunity by partnering with niche single-family estate distilleries to introduce exclusive products and curated collections of unique premium cognacs to differentiate themselves from competitors. ## Related on Trend Hunter - [Artisanal Dried Fruit Cognac](https://www.trendhunter.com/trends/cognac-frapin.md) - [Exquisitely Aged Brandy Expressions](https://www.trendhunter.com/trends/anniversary-cuve.md) - [Anniversary-Celebrating Cognac Expressions](https://www.trendhunter.com/trends/richard-hennessy-magnum.md) - [Luxurious Next-Gen Cognacs](https://www.trendhunter.com/trends/martingale-cognac.md) - [Unique Limited-Edition Spirits](https://www.trendhunter.com/trends/master-blenders-selection.md) - [Fino Sherry-Finished Whiskeys](https://www.trendhunter.com/trends/bimber.md) - [Luxury Rapper-Approved Cognacs](https://www.trendhunter.com/trends/505-edition-branson-cognac.md) - [Luxuriously Matured Malt Scotches](https://www.trendhunter.com/trends/grand-chteau.md) - [Prestigious French-Indian Brandies](https://www.trendhunter.com/trends/golden-mist-french-brandy.md)