A D V E R T O R I A L

the godfathersTHE ITALIAN FAMILY THAT OWNSJANNEAU OWES ITS SUCCESS TOSINGLE MALT WHISKY

Marlon Brando has just walked in. Orsomeone who looks very much like him.In fact, it’s Armando Giovinetti, theItalian godfather of armagnac, a manwhose past is almost as colourful asthat of the Hollywood movie star. Thereare other similarities: the expansivegestures, a love of food and drink, theluxury lifestyle. But while Brando’scareer is all but at a self-imposed end,Armando’s is still upwardly mobile. Theman who made his fortune selling singlemalt whisky has turned his attention toanother dark spirit, that of Janneau, themost famous armagnac that there is.And just as he reinvented whisky for ageneration of Italians, he’s begun toleave his mark on the armagnaccategory, introducing Janneau to ayoung generation of drinkers morefamiliar with vodka and cranberry juice.Armando clearly enjoys a challenge.

‘When I started importing single maltwhisky to Italy, everyone told me I was acrazy man,’ he says. ‘I began with 50cases of Glen Grant own-label. I thoughtif people don’t like it, I’ll drink it myself.’But people did like it, particularly EnzoFerrari, car manufacturer and owner ofthe famous motor racing team, whobought the whisky for his drivers,among whom was the Scot JackieStewart. From a base of zero in 1960,Armando built sales of single malt inItaly to 700,000 cases just 30 yearslater. ‘Changing the marketplace gaveme a lot of satisfaction,’ he says. Alongthe way, he gained a thoroughknowledge of the drinks world. ‘All themoney I earned initially I spent going toplaces to get an understanding of whythose places were important, placessuch as Champagne, Kentucky,Scotland. This was an importantuniversity to me. People can’t spin me astory and I get respect in the trade.’Now he hopes to change themarketplace once again, with the help

A D V E R T O R I A L

of son Fabio.An uncompromising attitude to

quality and purity was key to thesuccess of Armando’s whisky operation- the Italians in the 50s only had dirtyand dodgily-made grappa to drink, afterall. But Glen Grant 5 Year Old, whichmade up the bulk of Armando’s sales,was also versatile and easy to drink. Hisexperience with whisky has informedhis approach to Janneau.

‘The future is quality, quality, quality,in every expression - in everything,’ hesays. But the launch of Janneau 5 YearOld introduced to the armagnaccategory a product that was moreversatile and accessible. ‘We formulatedand know the strategy of whisky verywell, and that’s influenced our strategywith Janneau,’ agrees Armando. ‘The 5Year Old is fruity and good to mix. It’sideal for younger people.’

Janneau 5 Year Old is almostexclusively made from spirit distilled fromwines produced in the sandy north-westof the Armagnac region. Here theinfluence of climate and soil creates aspirit that is round and soft, with anaroma of plums and prunes, and anability to age quickly. The 5 Year Old isalso double distilled (Janneau is the solearmagnac producer to use this expensivetechnique), and this produces a cleaner,lighter spirit with greater finesse. Thespirit then spends its first year ageing innew oak casks, which impart somesmoky, vanilla flavours to the liquid. It’sthen transferred to older barrels forfurther maturation. Any longer in the newbarrels and the spirit would extract toomany harsh tannins from the wood.Tannins don’t work well with ice - andJanneau 5 Year Old was deliberatelydesigned so it could be drunk on therocks.

The origins of Janneau may dateback to 1850, but Armando and Fabiohave created a product for the drinker oftoday. ‘I’m a pioneer again,’ saysArmando. ‘I have to challenge the nextgeneration. And I think there’s hugepotential for armagnac.’

With that, the youthful 75 year oldtakes his leave. He has an appointmentin Monte Carlo to see his old friendMichael Schumacher. The link withFerrari is still strong.