A LIVING LEGACY
Rooted in an old family heritage, Cognac Menier is a revival story born from tradition, craftsmanship, and a deeply personal philosophy. Now reimagined for a modern audience, the house, under the leadership of CEO Thomas Menier and his father, Global Ambassador Jacques Menier, continues its journey, with Indonesia as a key chapter in its ever-evolving global legacy.
Q: Could you share a brief history of Cognac Menier and how the brand has evolved into what it is today?
Thomas Menier (TM): It is a family narrative first and foremost, originating around 1798 on an estate in the south-west of France within the Cognac region. This ancestral estate is situated in the Borderies, a renowned area known for its floral aromas. My father and I were perusing the family archives when we discovered a collection of recipes for blending. We decided it would be compelling to revive a family brand that had remained dormant for decades. Whilst the estate was already celebrated for producing cognacs and maintaining its own limited-edition series, we collectively decided to elevate that heritage and share it with the world.
Q: What sets Cognac Menier apart from other cognac houses?
Jacques Menier (JM): Family defines us. Beyond that, we operate differently. We do not concern ourselves with other brands because we have our own perspectives on what constitutes a superior product or refined packaging. My son manages the marketing side, but our philosophy is to remain authentic.
Q: What made Indonesia a key market for Cognac Menier?
JM: It is a strategic choice. The most critical factor is securing the premier distributor. If there is one partner I can highlight, it is certainly Eddy Simadi and his two sons. They are a formidable team in whom we are 100% confident. The quality of the brand’s visibility has been fantastic, and tonight promises to be another extravaganza dedicated to Menier Cognac. We are very proud to be in Indonesia.
Q: As a long-established family brand, how do you ensure the Menier legacy continues to thrive in the modern era?
TM: That is a poignant question. We are deeply invested in the responsibility of stewardship. We have inherited centuries of know-how passed down through generations, and we are looking to imbue it with a modern edge. We strive to innovate by exploring new modes of consumption. While we frequently discuss tradition, I personally enjoy my cognac on ice. Yesterday, we consulted experts on whether to serve it in cocktails or neat. We are constantly evolving, as reflected in our tagline. The Legacy on the Move signifies that while we carry this beautiful history, we are perpetually innovating.
Q: How would you describe your personal leadership style, and how does it shape the direction of Cognac Menier?
TM: We possess two distinct styles. My father carries the history and the experience of navigating Asia for over 40 years. He has a profound understanding of the market. When developing our qualities, we prioritised the smoothness of the cognac above all else.
Q: Who has been your most excellent role model in life, and how does their example reflect in your leadership?
TM: My father is my first answer. As a family brand, we are focused on sharing meaningful moments and practising generosity. That is the foundation of my upbringing. We emphasise elegance within the brand, and there is no better example of that than my father.
JM: Consumers occasionally ask why I dress well and appreciate the finer things in life. The response is simple: it is about showing respect to those we are talking to. If you respect people, you honour them regardless of whether they wear flip-flops or T-shirts.
Q: Do you have a final message for the Indonesian market?
JM: One element we have not addressed is pairing. Cognac is often consumed in beautiful nightclubs, yet it belongs in restaurants, where it can be enjoyed with Indonesian, Chinese, or Western cuisine. This is what we shall experience tonight. It is noteworthy that cognac pairs exquisitely with spicy food. Wine often lacks the necessary power to complement those complex, delicate, tangy flavours favourably.
Asia Dreams Volume 58
Cognac Menier
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