Idris Elba Launches a New Cognac Brand, Porte Noire
Idris Elba isn’t just the recipient of People Magazine’s 2018 “Sexiest Man Alive” title. No, he’s also an actor, rapper, DJ, and Golden Globe winner who has appeared in shows like The Wire and Luther, and movies like Cats and Sonic the Hedgehog 2. Not only that, but in 2020 he became the owner of a Champagne and rose wine brand when he started his own label called Porte Noire. And now he’s gotten into the Cognac game with the launch of the new Porte Noire Cognac, which was made in collaboration with Maison Ferrand.
Maison Ferrand is a French company that produces several different spirits, including Planteray Rum (formerly called Planation Rum), Ferrand Dry Curacao, Citadelle Gin, and, of course, Ferrand Cognac. This Cognac house dates back to the 17th century when Elie Ferrand founded it in the Grande Champagne region of France. In 2016, Alexandre Gabriel took over after several decades of friendship with Mademoiselle Henriette Ranson-Ferrand, the last descendant and 10th generation of Elie Ferrands.
Given this long backstory, and the fact that Maison Ferrand is much smaller than any of the big houses like Hennessy, Martell, or Courvoisier, it made sense for Elba to partner with Gabriel on this new Cognac. It should be noted that this is the first time that Maison Ferrand has created a new Cognac brand for an outside business. “As owner and master blender of Maison Ferrand, I have always looked for great sources of inspiration to make unique Cognacs and meeting Idris was one of those moments,” said Gabriel in a statement. “From the vineyard to the glass, the craft behind Cognac is nothing short of extraordinary,” added Elba. “With Porte Noire Cognac, we’ve created something that tells the story of the region but also feels fresh and new, inviting both seasoned Cognac enthusiasts and newcomers alike to enjoy.”
This is not the first celebrity Cognac release, as you might have imagined. Jay-Z is still a part owner of D’usse, even though he sold a portion of his stake to Bacardi after a legal battle. DJ D-Nice is an investor in the new Martingale Cognac brand, which was founded by some former Pernod Ricard executives. And rapper Quavo recently partnered with Sazerac to launch White X. There is not a huge amount of information about what is actually in Elba’s new bottles, but we do know that Porte Noire Cognac is a VSOP expression, meaning the youngest eau-de-vie in the blend is a minimum of four years old. We have not gotten to taste the Cognac, but the official tasting notes describe apricot, vanilla, spice, tobacco, leather, oak honey, and caramel on the palate.
Porte Noire Cognac is initially launching in the U.K., where it will be available for £79.99 (about $104) from online retailers like Master of Malt and the Whisky Exchange. The plan is for the Cognac to reach the U.S. in early 2025, according to the website Just Drinks, where it will be available in select states.
