Calvados and coffee reunite

Discover the exquisite blend of Calvados and coffee, where the rich, fruity notes of this fine apple brandy harmonize with the aromatic depths of premium coffee. Explore unique recipes, expert pairing tips, and the fascinating history behind this delightful combination. Perfect for both connoisseurs and casual enthusiasts, this reunion of flavors offers a sophisticated and enjoyable experience. Indulge in the art of savoring Calvados and coffee together.

Boston Brand Media brings you the interesting news - An old tradition is getting a fresh revival as a historic drink gains new enthusiasts. Shay Waterworth provides the context.

In the 17th century, coffee was introduced to Europe with mixed reactions. It was condemned by Venice's clergy in 1615, but Pope Clement VIII approved it upon request. Soon after, coffee houses began to appear in major cities, and by the 18th century, coffee had become a widespread morning beverage, replacing beer and wine. In Normandy, France, the tradition of adding calvados to coffee to create Café Calva emerged.

The practice of mixing calvados with coffee was popular across France's major cities until the 1980s, when calvados became known as a sipping digestif. However, Christian Drouin has been reviving this tradition for the past decade.

"We have always valued calvados traditions. Café Calva is globally known as a historic blend, combining the strength and bitterness of coffee with calvados," says Guillaume Drouin, third-generation president at Christian Drouin.

"When my father started distributing calvados in the 1980s, it was mostly sold as Café Calva. Back then, much of it was not high-quality calvados, but the coffee masked that. Today, the market has diversified, and only two or three percent of calvados is consumed as Café Calva. From the '80s, calvados became a digestif spirit, but we find it fun to reintroduce coffee culture to the category."

The Café Calva revival coincides with a booming coffee culture, marked by independent roasters, premium coffee shops, and oat milk iced lattes across Europe.

As part of its campaign, Christian Drouin visited Brûlerie de Belleville, one of Paris' top coffee roasters. After pairing various coffee blends with its calvados range, the unaged blanche emerged as the preferred style.

To further spark interest in Paris, the brand created a map of the best Café Calva spots and collaborated with the Interprofession des Appellations Cidricoles (IDAC) to advertise the serve at metro and bus stations.

"It’s crucial for us to be prominent in our home country," adds Drouin. "It's become easier to grow our presence in France recently, as calvados is becoming trendy again. Younger consumers are more open-minded than 20 years ago, and prominence is more important to them.

"Paris remains a major focus, but the Olympics will also be a great opportunity to introduce foreign visitors to calvados. We also had the French liberation anniversary in June, attracting over 2.5 million visitors to the landing beaches and many American tourists to our distillery."

Boston Brand Media also found that, beyond the coffee revival, Christian Drouin continues to innovate with its Experimental range, an annual series of calvados finished in various casks, from cognac to bourbon to tequila. For the ninth edition, the brand partnered with Isle of Arran distillery to create its first brandy aged in Scotch whisky casks.

Drouin says, "In 2000, Arran Distillery wanted to mature its whisky in calvados casks, so we sent them about 20 casks. Later, I asked to use some of their barrels for our Experimental series, and they still had the ones we sent over 20 years ago."

These premium releases, priced at over €100, target the upper market segment, but Drouin believes this will attract more people to the category.

"We have collectors who own all nine editions, but we also see it as bridging the gap between fine spirit drinkers and calvados enthusiasts. Fans of Arran Distillery and similar Scotch whiskies may be drawn to our latest release, expanding our consumer base. We aim to spread calvados worldwide, exporting to 65 countries and seeking new markets. We're seeing good progress in Asia."

IDAC data for 2023 showed slight declines domestically and overseas (-1.95% and -1.23%), with 51.1% of volumes being international.

"While this decline is concerning, it shouldn’t overshadow our progress," says Jean-Luc Pignol, president of the IDAC. "We’ve regained momentum, with volumes similar to 2019 and steady demand despite economic uncertainty. Our commitment to innovation and upgrading remains strong, significantly impacting both French and international markets."

Innovation includes not only new styles and products but also reviving traditions like Café Calva. With the popularity of coffee-infused drinks like the Espresso Martini, Café Calva is on-trend. It has historical significance and improved quality since the '80s. The next step is to make Café Calva internationally recognized, and the summer Olympics could be the perfect springboard.

For questions or comments write to writers@bostonbrandmedia.com

Source: drinksint‍