Elusa Armagnac is shining a light on a lesser-known gem: Blanche Armagnac. Founded by William Perkins, Elusa takes a fresh approach to France's oldest spirit, celebrating the unaged, vibrant nature of Blanche. This interview delves into the reasons behind Elusa's choice, to begin with, Blanche Armagnac, how the brand stays true to tradition while embracing modern trends, and its plans for expanding into more classic styles. Join us as Perkins shares insights on craftsmanship, sustainability, and the exciting future ahead for Elusa.

Image: Elusa founder William Perkins.

Elusa currently offers a Blanche Armagnac. What was the reason you chose the Blanche, and what do you see as its unique appeal in the market? Are there plans to expand into other styles, such as VS, VSOP, or XO, in the near future?

We chose Blanche Armagnac because it perfectly embodies a fresh, vibrant, and youthful expression of the spirit. It’s an unaged style that allows the pure character of the grapes and terroir to shine through, making it ideal for cocktails and appealing to a wider audience, including both men and women. Its clear, unaged nature also aligns with modern trends toward lighter, versatile spirits.

Additionally, collaborating with a better-known Armagnac house for our blanche, we ensure consistency in volume and quality, which is essential for cocktail bars. Looking ahead, we do plan to expand into aged styles such as VS, VSOP, and XO, and we’re working with an independent collection from a master distiller that includes vintages over 100 years old.

The Armagnac distillation process is renowned for its slow, single distillation in column stills, which preserves more of the raw, fruity flavors of the wine. Can you tell us more about your distillation methods at Elusa? 

Elusa follows the traditional Armagnac distillation process using a single, slow distillation in a handmade Alambic still. The grapes are harvested, pressed, and distilled shortly after fermentation to retain their full aromatic potential, without the addition of sulfites. For our Blanche Armagnac, we’ve chosen to work exclusively with the Folle Blanche grape due to its floral and fruity profile, making it the perfect base for both sipping and crafting cocktails.

This single distillation process, unique to Armagnac, allows the richness and complexity of the wine to be preserved, giving Elusa its distinct character.

Image: Alembic for distilling Armagnac; source: Elusa Drinks

What are some of the biggest challenges you’ve encountered since starting Elusa, and how have they shaped your approach to running the brand?

One of the biggest challenges we’ve faced is gaining distribution in the UK market. Armagnac is often seen as a traditional category, only consumed as a digestive, which can make it difficult to convince distributors to prioritize it. There’s also a lack of awareness among consumers about Armagnac in general.

These challenges have shaped our approach, making education and engagement a central part of our strategy. We focus on collaborating with top-tier bars and bartenders to introduce Armagnac to a modern audience, highlighting its versatility in cocktails while staying true to its heritage.

What sets Elusa apart from other Armagnac producers, particularly in terms of quality and craftsmanship? 

Elusa stands out due to our ‘fresh approach to France’s oldest spirit’. While we respect tradition, we aim to do things differently by focusing on Blanche Armagnac, which is less common in the market but perfect for the cocktail scene. Our carefully considered partner in distillation ensures a high level of craftsmanship, while our brand appeals to a modern, discerning audience who are open to discovering something new.

You’ve built Elusa on a foundation of tradition, but are there any areas where you’re experimenting—perhaps with cask aging, blending, or grape varieties? 

Absolutely!  Armagnac is rooted in tradition which is part of the joy of this beautiful spirit. So, while staying in line with its heritage we are also looking at innovative ideas to broaden its market, exploring blends and grape varieties.

We’ve worked on a range of ready-to-drink (RTD) cocktails crafted with a culinary approach, bringing an interesting spin to the category.

Another area we are looking at is the cask aging of the spirit, whilst staying mindful of the regulations governing Armagnac.  Traditionally Armagnac producers use barrels bought from the local cooper, but the use of alternative casks is something we may explore further down the line.

Image: Gascony region's unique terroir; Source: Elusa Drinks.

In today’s spirits market, sustainability is becoming increasingly important. How are you integrating sustainable practices into your production and business operations?

Sustainability is key to Elusa’s ethos. We carefully select partners who prioritize environmentally friendly practices. For example, our distiller uses natural gas to heat the column still, which consumes 40% less energy than double distillation methods like those used in Cognac. Additionally, they employ a shepherd and flock of sheep that graze in the vineyards each year, providing natural fertilization and promoting biodiversity.

We’re committed to minimizing our environmental impact at every stage of production and have our eyes on gaining B-Corp status in the coming year.

Where are you currently selling your products in the UK?

Currently, we’re focused on London and the South of England, where Elusa is featured in premium cocktail bars like TT Liquor, Coupette, and Last Tuesday Society, as well as in some French restaurants and boutique hotels. You can also find us online at www.elusa-drinks.com.

What’s your favorite way to enjoy Elusa Armagnac, and do you have a preferred cocktail recipe that highlights its character?

One of the things I love most about Elusa Blanche is its versatility. It’s delightful simply neat, but it also works beautifully in cocktails. One of my favourite serves is Dame Blanche (our take on the White Lady), made with Cointreau, lemon juice, simple syrup, and half an egg white. It’s the perfect way to showcase the bright, floral notes of the Blanche with a smooth citrus twist.

Looking at the global market, Armagnac is often overshadowed by other spirits categories. What strategies are you employing to make Elusa stand out and capture the attention of both connoisseurs and new consumers?

We’re focused on building authenticity through partnerships with top bars and skilled bartenders. These professionals are essential in introducing Armagnac to new audiences, and we rely on their expertise to help showcase Elusa’s versatility. We combine this with modern yet nostalgic branding that tells the story of Armagnac in a way that resonates with today’s consumers.

Our aim is to reintroduce this time-honored artisanal spirit to today’s market, blending tradition with a modern, innovative approach

Image: London Spirits Competition 2024 - Silver medal winner Elusa Blanche.

As Elusa grows, what is your vision for the brand over the next five to ten years? Are there specific goals you’re aiming to achieve, both in terms of product development and market expansion?

We envision Elusa becoming a household name in the world of premium spirits. We aim to see Elusa Blanche on the menu at every high-quality cocktail bar in the country while expanding into new markets both in the UK and abroad. There’s a real opportunity for Armagnac to shine, and we want to help lead that revival.

As I like to say: If Cognac were The Beatles, Armagnac would be The Rolling Stones. Cognac with a broad, polished appeal, while Armagnac with a more rebellious, authentic nature. Give Elusa a try if you 'Can't get no satisfaction'!

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Conclusion:

As Elusa Armagnac paves its path in a competitive spirits landscape, William Perkins's vision reflects a harmonious blend of respect for tradition and a passion for innovation. With his brand, he has introduced Blanche Armagnac to a wider audience and stayed true to sustainable practices. Perkins has plans to expand into aged varieties and with a commitment to quality, Elusa aims to have consumers enjoy the true nature of Armagnac. 

In conversation with Malvika Patel, Editor and VP, Beverage Trade Network

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