Cheval d’Or Cognac: French origin meets Brouwhoeve branding
With Cheval d’Or Cognac, Brouwhoeve shows how a successful own beverage brand can be developed in a category where origin, centuries-old craftsmanship, and extremely strict regulations prevail.
Cognac is not just any brandy; it is a strictly protected geographical indication (AOC). A true Cognac may only be produced in the eponymous French region and must comply with unyielding legislation regarding origin, distillation, and aging. Thus, the drink can only be sold as Cognac after a minimum aging of two years in oak barrels, and an alcohol percentage of at least 40% is legally required.
The strategic collaboration with Philbert Cognac
To realize this exclusive label, Brouwhoeve joined forces with Philbert Cognac in France. This collaboration combines the best of two worlds: the authentic French distillation tradition and the commercial brand power of Brouwhoeve. This allowed us to develop a legitimate, high-quality Cognac under our own exclusive brand label: Cheval d’Or.
Brouwhoeve was in this process leading in the complete brand development:
Brand Concept & Positioning: Positioning Cheval d’Or as an accessible yet extremely premium cognac label.
Visual Identity & Label: Design of a chic, eye-catching label that breathes French elegance.
Bottle Presentation: Selection of a bottle that directly reflects the premium status of the liquid on the shelf or behind the bar.
Commercial Translation: The strategy to successfully market this traditional French spirit within the modern spirits market.
The masterpiece in the bottle: Cheval d’Or VSOP
The liquid result of this unique collaboration is the Cheval d’Or VSOP Cognac (40%). This is not a simple single-distillate, but a carefully crafted, rich and layered blend.
The technical product information underscores the high quality:
The Grapes: A harmonious blend of the traditional cognac recipe: Ugni Blanc, Colombard and Folle Blanche.
The Terroirs: The eau-de-vie comes from the most respected subregions (crus) of the Cognac region: Fins Bois, Petite Champagne and Grande Champagne.
This specific interplay of grape varieties and diverse soil types creates an exceptionally deep, complex, and layered flavor profile. Cheval d’Or proves that even within a traditional and strictly regulated market, you can position an innovative and exceptionally strong private label.
Cheval d’Or Cognac: French origin meets Brouwhoeve branding
With Cheval d’Or Cognac, Brouwhoeve shows how a successful own beverage brand can be developed in a category where origin, centuries-old craftsmanship, and extremely strict regulations prevail.
Cognac is not just any brandy; it is a strictly protected geographical indication (AOC). A true Cognac may only be produced in the eponymous French region and must comply with unyielding legislation regarding origin, distillation, and aging. Thus, the drink can only be sold as Cognac after a minimum aging of two years in oak barrels, and an alcohol percentage of at least 40% is legally required.
The strategic collaboration with Philbert Cognac
To realize this exclusive label, Brouwhoeve joined forces with Philbert Cognac in France. This collaboration combines the best of both worlds: the authentic French distilling tradition and the commercial brand strength of Brouwhoeve. As a result, we were able to develop a legitimate, high-quality Cognac under our own exclusive brand label: Cheval d’Or.
Brouwhoeve was in this process leading in the complete brand development:
Brand Concept & Positioning: Positioning Cheval d’Or as an accessible yet extremely premium cognac label.
Visual Identity & Label: Design of a chic, eye-catching label that breathes French elegance.
Bottle Presentation: Selection of a bottle that directly reflects the premium status of the liquid on the shelf or behind the bar.
Commercial Translation: The strategy to successfully market this traditional French spirit within the modern spirits market.
The starting point
Why Cognac is different: Complexity as an opportunity
For many brands today, it is relatively easy to launch a private label gin, rum, or craft liqueur. However, the bar is set much higher for Cognac.
Because the name is legally protected and inextricably linked to a specific region, a traditional production method, and a strictly controlled aging process, the development path is significantly more complex.
A private Cognac, not an ordinary
brandy
The symbolism of Cheval d’Or: Strength and liquid gold
The name Cheval d’Or gives the Cognac an instantly classic, French, and extremely luxurious appearance. The name has been carefully chosen and is composed of two meaningful elements that perfectly summarize the product:
“Cheval” (Horse): Refers to the proud tradition of the French countryside, but symbolically stands for pure strength, nobility, and timeless elegance.
“Or” (Gold): Bridges the gap to the brilliant, deep amber color of the drink. It represents the precious aging process, the warmth in the glass and the premium value of this exclusive spirit.
Together, these elements form a brand name that perfectly harmonizes with a high-quality, oak-aged Cognac. The visual story on the outside of the bottle tells exactly what the connoisseur can expect on the inside: a powerful, elegant, and golden masterpiece.
The starting point
A unique Cognac, not an ordinary
brandy
Why Cognac is different: Complexity as an opportunity
For many brands today, it is relatively easy to launch a private label gin, rum, or artisanal liqueur. However, with Cognac, the bar is set much higher.
Because the name is legally protected and inextricably linked to a specific region, a traditional production method, and a strictly controlled aging process, the development path is significantly more complex.
The symbolism of Cheval d’Or: Strength and liquid gold
The name Cheval d’Or gives the Cognac an immediate classic, French, and extremely luxurious appearance. The name has been carefully chosen and is composed of two meaningful elements that perfectly summarize the product:
“Cheval” (Horse): Refers to the proud tradition of the French countryside, but symbolically represents pure strength, nobility, and timeless elegance.
“Or” (Gold): Bridges to the brilliant, deep amber color of the drink. It represents the precious aging process, the warmth in the glass, and the premium value of this exclusive spirit.
For the content workedBrouwhoevetogether withPhilbert Cognac in France. Philbert presents itself as a contemporary Cognac producer that combines tradition and innovation. On the official website, Philbert states that they make Cognacs that reflect the spirit of their time and that the Philbert Brothers stand behind the brand.
The official Philbert page also mentions that Xavier distills in Étriac and Pierre-Olivier in Touzac. This firmly roots Philbert in theCognac region, with production and craftsmanship on site. Philbert also describes its method as artisanal and local, with production at two locations and a strong connection to the authenticity of the Cognac terroir.
Traditie ontmoet vernieuwing:
Dankzij de vakkennis van de Philbert Brothers en de commerciële merkstrategie van Brouwhoeve is Cheval d’Or VSOP een Cognac geworden die barst van de dynamiek. Het is een eerbetoon aan het Franse ambacht, gegoten in een modern en luxueus jasje.
Philbert Cognac: Contemporary craftsmanship and the Philbert Brothers
For Cheval d’Or, Brouwhoeve consciously sought a French partner that is not stuck in the past, but looks to the future with a fresh perspective. That perfect match was found in Philbert Cognac.
Philbert presents itself in the traditional French spirits world as a distinctly contemporary Cognac producer. The estate is known for effortlessly combining centuries-old family traditions with modern innovation. The Philbert Brothers, the driving forces behind the brand, have a clear philosophy: they create Cognacs that reflect the spirit of their time. This aligns seamlessly with Brouwhoeve's innovative vision in brand development.
Why Philbert is the perfect match for Cheval d’Or:
Innovation within the Appellation: Where many traditional houses cling to rigid, old methods, the Philbert Brothers dare to experiment with modern techniques to elevate the flavors.
The Spirit of Now: Their approach creates a flavor profile that appeals to the contemporary connoisseur, without losing respect for French heritage.
Full Transparency: From the selection of the grapes to the final distillation and aging; the craftsmanship of the brothers guarantees a crystal-clear foundation for our private label.
Tradition meets innovation: Thanks to the expertise of the Philbert Brothers and the commercial brand strategy of Brouwhoeve, Cheval d’Or VSOP has become a Cognac that bursts with dynamism. It is a tribute to French craftsmanship, cast in a modern and luxurious guise.
Our direction: From our own brand concept to premium bottle presentation
Cheval d’Or Cognac is proudly our own premium cognac label. In the development of this brand, the creative, strategic, and commercial direction was entirely in our own hands. With Cheval d’Or, we demonstrate how we at Brouwhoeve can transform a traditional, strictly regulated product into a contemporary own drink concept that is visually and taste-wise perfect down to the smallest details.
For the launch of our own label, we designed and guided every component ourselves:
Our Brand Concept & Positioning
Our Name Application & Symbolism
Our Brand Design & Label Design
Our Bottle Choice & Presentation
Therefore, a look with classic premium codes was chosen: gold, warmth, French elegance, clear naming, and a product story in which origin and collaboration are central.
With Cheval d’Or Cognac, we did not purchase an anonymous product; we created a fully-fledged, recognizable own brand. It is the ultimate business card of Brouwhoeve, where our marketing and design vision go hand in hand with authentic French distilling craftsmanship.
Onze rol
Samenwerking, selectie en merkontwikkeling
The strength of VSOP
The 'Sweet Spot' in aging
The end result:
A legitimate Cognac with the Brouwhoeve signature
Making of:
From French Cognac to own brand label
Our direction: From our own brand concept to premium bottle presentation
Cheval d’Or Cognac is proudly our own premium cognac label. In the development of this brand, the creative, strategic, and commercial direction was completely in our own hands. With Cheval d’Or, we demonstrate how we at Brouwhoeve can transform a traditional, strictly regulated product into a contemporary own drink concept that is visually and taste-wise perfect down to the smallest details.
For the launch of our own label, we designed and guided every component ourselves:
Our Brand Concept & Positioning
Our Name Application & Symbolism
Our Brand Design & Label Design
Our Bottle Choice & Presentation
With Cheval d’Or Cognac, we did not purchase an anonymous product; we created a fully-fledged, recognizable own brand. It is the ultimate business card of Brouwhoeve, where our marketing and design vision go hand in hand with authentic French distilling craftsmanship.
That is why a look with classic premium codes was chosen: gold, warmth,
French elegance, clear naming, and a product story in which origin and
collaboration are central.
Our role: Collaboration, selection, and brand development
As the initiator and owner of the product concept, Brouwhoeve played the absolute leading role in the creation of Cheval d’Or. Our ambition from day one was crystal clear: we wanted to bring a true, authentic French Cognac to the market—no generic brandy or a cognac-inspired spirit. By joining forces with Philbert Cognac, we gained direct access to the top of French distilling expertise. This allowed us to develop a product that can proudly carry the prestigious title 'Cognac' both legally and substantively.
Where art, design, and nature come together
On the official Brouwhoeve page about Cheval d’Or, we describe this unique collaboration with Philbert as a project in which art, design, nature, and Cognac harmoniously merge. Cheval d’Or is the result of a shared passion. It is a VSOP Supérieur that has emerged from inspiring stories, deeply rooted craftsmanship, and the drive for modern innovation.
More information about Cheval d´Or
Our role: Collaboration, selection, and brand development
As the initiator and owner of the product concept, Brouwhoeve played the absolute leading role in the creation of Cheval d’Or. Our ambition from day one was crystal clear: we wanted to bring a true, authentic French Cognac to the market—no generic brandy or a cognac-inspired spirit. By joining forces with Philbert Cognac, we gained direct access to the top of French distilling expertise. This allowed us to develop a product that can proudly carry the prestigious title 'Cognac' both legally and substantively.
Where art, design, and nature come together
On the official Brouwhoeve page about Cheval d’Or, we describe this unique collaboration with Philbert as a project where art, design, nature, and Cognac harmoniously merge. Cheval d’Or is the result of a shared passion. It is a VSOP Supérieur that has emerged from inspiring stories, deeply rooted craftsmanship, and the drive for modern innovation.
Cheval d’Or VSOP Cognac: The product profile
Our Cheval d’Or Cognac is a masterful VSOP (Very Superior Old Pale) with an alcohol percentage of 40%, bottled in an elegant and recognizable bottle of 0.50 liters. In crafting this cognac, we sought a perfect balance between the rustic, deep tones of the French countryside and a seductive, approachable softness.
The result is an exceptionally rich spirit that is beautifully layered and velvety round on the palate.
The anatomy of the blend
The foundation of Cheval d’Or rests on the absolute top ingredients from the Cognac region. Our French partner Philbert distilled a blend that perfectly captures the complexity of different terroirs and grape varieties:
The traditional grape trilogy: A harmonious interplay of Ugni Blanc, Colombard and Folle Blanche.
The three prestigious Crus: The eaux-de-vie used come from the chalky soils of the Grande Champagne, the refined Petite Champagne and the fruity, robust Fins Bois.
- Carefully selected, reused wine barrels:
Sauternes barrels: These iconic French sweet wine barrels give the cognac a lush roundness, fruity aromas, and a subtle honeyed sweetness.
Oloroso Sherry barrels: These Spanish barrels add extra depth, notes of dried fruit, nuts, and a rich, warm spiciness to the flavor profile.
This specific selection gives the cognac its unique foundation: rustic, sweet, and pleasantly spicy at the same time.
Cheval d’Or VSOP Cognac: The product profile
Our Cheval d’Or Cognac is a masterful VSOP (Very Superior Old Pale) with an alcohol content of 40%, bottled in an elegant and recognizable bottle of 0.50 liters. In crafting this cognac, we sought a perfect balance between the rustic, deep tones of the French countryside and a seductive, approachable softness.
The result is an exceptionally rich spirit that is beautifully layered and velvety smooth on the palate.
The anatomy of the blend
The foundation of Cheval d’Or rests on the absolute top ingredients from the Cognac region. Our French partner Philbert distilled a blend that perfectly captures the complexity of different terroirs and grape varieties:
The traditional grape trilogy: A harmonious interplay of Ugni Blanc, Colombard and Folle Blanche.
The three prestigious Crus: The eaux-de-vie used come from the chalky soils of the Grande Champagne, the refined Petite Champagne and the fruity, robust Fins Bois.
The power of VSOP: The 'Sweet Spot' in aging
The designation VSOP stands for Very Superior Old Pale. Within the strict regulations of the Cognac region, this is an important quality stamp: it legally means that the youngest eau-de-vie in the blend has aged for at least four years in oak barrels.
For the positioning of our own label, Cheval d’Or, the choice of a VSOP was a strategic hit. This category is precisely in the sweet spot of the cognac world:
More mature and richer than a VS: Where a young VS (Very Special) after the minimum aging of two years can sometimes be a bit unruly and sharp, our VSOP has had the time to develop deep, rustic wood tones and complex aromas.
More accessible than an XO: An intensely old XO (Extra Old) is beautiful, but often very heavy, complex, and costly. Our VSOP offers all that highly sought-after premium quality and layering, but remains financially and in terms of flavor profile accessible.
Our flavor philosophy: With Cheval d’Or VSOP, we prove that tradition and broad commercial applicability do not have to exclude each other. It is a premium French spirit with a liquid character, made for today's connoisseur.
Making of: from French Cognac to own brand label
The development of Cheval d’Or did not start in its own still in Spain, but in a collaboration with a French Cognac producer. This requires a different approach than with gin, rum, or liqueur. In Cognac, a large part of the value lies in the origin. The distillate, the region, the barrels, the aging, and the blend must be right. The task of Brouwhoeve was to translate this substantive story into a strong own brand label for Brouwhoeve.
Origin and collaboration determine
The very first, and immediately the most crucial step in this ambitious journey was finding the right producer. Because a true Cognac can only be produced within the strict confines of the eponymous French region, a local collaboration was an absolute necessity. However, we were not just looking for a supplier; we were looking for a strategic partner.
We found that in Philbert Cognac. They seamlessly met our high standards. Philbert offers the perfect combination of deeply rooted craftsmanship, controlled local production, a contemporary vision, and—just as importantly—the willingness to actively contribute to the creation of a distinctive, new project.
Authentic French, fully Brouwhoeve
Thanks to this intensive collaboration, we were able to develop a Cognac that unites the best of both worlds. The product feels exactly as we envisioned it:
100% Authentic: The quality and origin are firmly guaranteed by the strict French origin, traditional distillation, and the expertise of the Philbert Brothers.
Completely Our Own: The DNA of the bottle is unmistakably ours. Through the powerful name Cheval d’Or, the strategic Brouwhoeve positioning, and our custom brand design, it is not an interchangeable product, but an exclusive and recognizable own brand.
The foundation: By tightly intertwining origin and brand development, we immediately laid the foundation for a cognac label that convinces both the purist and the modern consumer.
The blend and style direction
The blend and style direction: Our taste philosophy
For Cheval d’Or, we sought the ultimate balance: a cognac that is round, rich, and accessible. Complex enough for the connoisseur, but soft enough for the new drinker.
The three classic grape varieties
Ugni Blanc: The backbone; provides freshness, structure, and aging potential.
Colombard: Adds full, vibrant fruit and body to the blend.
Folle Blanche: Responsible for the refined, floral nuances.
The selected Crus (Terroirs)
Grande & Petite Champagne: Provide the fine, elegant eaux-de-vie that give our cognac its depth and class.
Fins Bois: Provides the rounder, fruitier components that make the spirit immediately soft and inviting.
The result: By blending the aristocratic elegance from the Champagnes with the generous fruit from the Fins Bois, Cheval d’Or has acquired a layered yet extremely friendly character.
Aging and cask character
Aging and cask character: The innovative finish
The mandatory aging in oak gives our cognac its rich foundation: color, wood tones, vanilla, and a beautifully softened alcohol structure. What truly makes Cheval d’Or unique within this traditional category is our specific finishing approach using reused wine barrels.
Our double cask finish
By transferring the spirit after the initial maturation to selected casks, Cheval d’Or receives a bold, modern twist:
Sauternes casks: Bring lush associations of honey, apricot, and the rich sweetness of this iconic French dessert wine.
Oloroso Sherry casks: Add deep notes of nuttiness, dried fruit, and a warm, spicy complexity.
The result: This rare combination of casks gives our cognac extra roundness and an exciting, gastronomic tension. It is an innovative flavor layer that you rarely encounter in the traditional cognac world.
Brand design and unique identity
After selecting the perfect liquid, it was time to give Cheval d’Or a powerful unique face. Cognac quickly appears traditional on the shelf, but we absolutely wanted to avoid our brand feeling dusty or distant.
The visual balance
The design direction of NewSpirits bridges the perfect gap between classic tradition and modern brand power, based on a number of fixed pillars:
French elegance & Cognac codes: Recognizable elements that immediately ensure recognition and trust on the shelf.
Our Brouwhoeve identity: A contemporary, bold approach that gives the bottle a strikingly high gift value.
Premium appearance & Modern readability: A sleek layout in which the brand name immediately stands out.
The name as an anchor point: The name Cheval d’Or forms the foundation of the visual identity. This allowed us to subtly play with symbolic elements of gold, wood, pure strength, and timeless elegance. The result is a bottle that exudes pure class, without losing its modern accessibility.
Bottle, label, and presentation
In a prestigious category like Cognac, presentation is everything. A high-quality cognac must feel premium even before the cork leaves the bottle. The label must communicate at a glance that this is a serious spirit with a true origin, patient aging, and a rich story.
That is why we developed a visual presentation in which Cheval d’Or is immediately recognizable as our own, exclusive label. The design offers just the right balance between the brand name, the protected category 'Cognac', the important VSOP designation, and a luxurious appearance.
Our main design choices at a glance:
Clear naming: Cheval d’Or stands prominently and proudly at the center of the label.
Luxurious color use: Premium gold and amber accents that perfectly match the color of the liquid.
Typography: A careful mix of classic elegance and fresh, modern readability.
Clear positioning: The category 'Cognac' and the 'VSOP' quality designation are immediately visible for maximum trust on the shelf.
Layered story: The authentic French origin story is visually incorporated as a supporting layer.
Commercial strength: The design is sleekly optimized; it radiates pure class in our webshop and guarantees a strong shelf-presence in physical sales.
Origin and collaboration determine
The very first, and immediately the most crucial step in this ambitious journey was finding the right producer. Because a true Cognac can only be produced within the strict confines of the eponymous French region, a local collaboration was an absolute necessity. However, we were not just looking for a supplier; we were looking for a strategic partner.
We found that in Philbert Cognac. They seamlessly met our high standards. Philbert offers the perfect combination of deeply rooted craftsmanship, controlled local production, a contemporary vision, and—just as importantly—the willingness to actively contribute to the creation of a distinctive, new project.
Authentic French, fully Brouwhoeve
Thanks to this intensive collaboration, we were able to develop a Cognac that unites the best of both worlds. The product feels exactly as we envisioned it:
100% Authentic: The quality and origin are firmly guaranteed by the strict French origin, traditional distillation, and the expertise of the Philbert Brothers.
Completely Our Own: The DNA of the bottle is unmistakably ours. Through the powerful name Cheval d’Or, the strategic Brouwhoeve positioning, and our custom brand design, it is not an interchangeable product, but an exclusive and recognizable own brand.
The foundation: By tightly intertwining origin and brand development, we immediately laid the foundation for a cognac label that convinces both the purist and the modern consumer.
The blend and style direction
The blend and style direction: Our taste philosophy
For Cheval d’Or, we sought the ultimate balance: a cognac that is round, rich, and accessible. Complex enough for the connoisseur, but soft enough for the new drinker.
The three classic grape varieties
Ugni Blanc: The backbone; provides freshness, structure, and aging potential.
Colombard: Adds full, vibrant fruit and body to the blend.
Folle Blanche: Responsible for the refined, floral nuances.
The selected Crus (Terroirs)
Grande & Petite Champagne: Provide the fine, elegant eaux-de-vie that give our cognac its depth and class.
Fins Bois: Provides the rounder, fruitier components that make the spirit immediately soft and inviting.
The result: By blending the aristocratic elegance from the Champagnes with the generous fruit from the Fins Bois, Cheval d’Or has acquired a layered yet extremely friendly character.
Aging and cask character
Aging and cask character: The innovative finish
The mandatory aging in oak gives our cognac its rich foundation: color, wood tones, vanilla, and a beautifully softened alcohol structure. What truly makes Cheval d’Or unique within this traditional category is our specific finishing approach using reused wine barrels.
Our double cask finish
By transferring the spirit after the initial maturation to selected casks, Cheval d’Or receives a bold, modern twist:
Sauternes casks: Bring lush associations of honey, apricot, and the rich sweetness of this iconic French dessert wine.
Oloroso Sherry casks: Add deep notes of nuttiness, dried fruit, and a warm, spicy complexity.
The result: This rare combination of casks gives our cognac extra roundness and an exciting, gastronomic tension. It is an innovative flavor layer that you rarely encounter in the traditional cognac world.
Brand design and unique identity
After selecting the perfect liquid, it was time to give Cheval d’Or a powerful unique face. Cognac quickly appears traditional on the shelf, but we absolutely wanted to avoid our brand feeling dusty or distant.
The visual balance
The design direction of NewSpirits bridges the perfect gap between classic tradition and modern brand power, based on a number of fixed pillars:
French elegance & Cognac codes: Recognizable elements that immediately ensure recognition and trust on the shelf.
Our Brouwhoeve identity: A contemporary, bold approach that gives the bottle a strikingly high gift value.
Premium appearance & Modern readability: A sleek layout in which the brand name immediately stands out.
The name as an anchor point: The name Cheval d’Or forms the foundation of the visual identity. This allowed us to subtly play with symbolic elements of gold, wood, pure strength, and timeless elegance. The result is a bottle that exudes pure class, without losing its modern accessibility.
Bottle, label, and presentation
In a prestigious category like Cognac, presentation is everything. A high-quality cognac must feel premium even before the cork leaves the bottle. The label must communicate at a glance that this is a serious spirit with a true origin, patient aging, and a rich story.
That is why we developed a visual presentation in which Cheval d’Or is immediately recognizable as our own, exclusive label. The design offers just the right balance between the brand name, the protected category 'Cognac', the important VSOP designation, and a luxurious appearance.
Our main design choices at a glance:
Clear naming: Cheval d’Or stands prominently and proudly at the center of the label.
Luxurious color use: Premium gold and amber accents that perfectly match the color of the liquid.
Typography: A careful mix of classic elegance and fresh, modern readability.
Clear positioning: The category 'Cognac' and the 'VSOP' quality designation are immediately visible for maximum trust on the shelf.
Layered story: The authentic French origin story is visually incorporated as a supporting layer.
Commercial strength: The design is sleekly optimized; it radiates pure class in our webshop and guarantees a strong shelf-presence in physical sales.
Origin and collaboration determine
The very first, and immediately the most crucial step in this ambitious journey was finding the right producer. Because a true Cognac can only be produced within the strict confines of the eponymous French region, a local collaboration was an absolute necessity. However, we were not just looking for a supplier; we were looking for a strategic partner.
We found that in Philbert Cognac. They seamlessly met our high standards. Philbert offers the perfect combination of deeply rooted craftsmanship, controlled local production, a contemporary vision, and—just as importantly—the willingness to actively contribute to the creation of a distinctive, new project.
Authentic French, fully Brouwhoeve
Thanks to this intensive collaboration, we were able to develop a Cognac that unites the best of both worlds. The product feels exactly as we envisioned it:
100% Authentic: The quality and origin are firmly guaranteed by the strict French origin, traditional distillation, and the expertise of the Philbert Brothers.
Completely Our Own: The DNA of the bottle is unmistakably ours. Through the powerful name Cheval d’Or, the strategic Brouwhoeve positioning, and our custom brand design, it is not an interchangeable product, but an exclusive and recognizable own brand.
The foundation: By tightly intertwining origin and brand development, we immediately laid the foundation for a cognac label that convinces both the purist and the modern consumer.
The blend and style direction
The blend and style direction: Our taste philosophy
For Cheval d’Or, we sought the ultimate balance: a cognac that is round, rich, and accessible. Complex enough for the connoisseur, but soft enough for the new drinker.
The three classic grape varieties
Ugni Blanc: The backbone; provides freshness, structure, and aging potential.
Colombard: Adds full, vibrant fruit and body to the blend.
Folle Blanche: Responsible for the refined, floral nuances.
The selected Crus (Terroirs)
Grande & Petite Champagne: Provide the fine, elegant eaux-de-vie that give our cognac its depth and class.
Fins Bois: Provides the rounder, fruitier components that make the spirit immediately soft and inviting.
The result: By blending the aristocratic elegance from the Champagnes with the generous fruit from the Fins Bois, Cheval d’Or has acquired a layered yet extremely friendly character.
Aging and cask character
Aging and cask character: The innovative finish
The mandatory aging in oak gives our cognac its rich foundation: color, wood tones, vanilla, and a beautifully softened alcohol structure. What truly makes Cheval d’Or unique within this traditional category is our specific finishing approach using reused wine barrels.
Our double cask finish
By transferring the spirit after the initial maturation to selected casks, Cheval d’Or receives a bold, modern twist:
Sauternes casks: Bring lush associations of honey, apricot, and the rich sweetness of this iconic French dessert wine.
Oloroso Sherry casks: Add deep notes of nuttiness, dried fruit, and a warm, spicy complexity.
The result: This rare combination of casks gives our cognac extra roundness and an exciting, gastronomic tension. It is an innovative flavor layer that you rarely encounter in the traditional cognac world.
Brand design and unique identity
After selecting the perfect liquid, it was time to give Cheval d’Or a powerful unique face. Cognac quickly appears traditional on the shelf, but we absolutely wanted to avoid our brand feeling dusty or distant.
The visual balance
The design direction of NewSpirits bridges the perfect gap between classic tradition and modern brand power, based on a number of fixed pillars:
French elegance & Cognac codes: Recognizable elements that immediately ensure recognition and trust on the shelf.
Our Brouwhoeve identity: A contemporary, bold approach that gives the bottle a strikingly high gift value.
Premium appearance & Modern readability: A sleek layout in which the brand name immediately stands out.
The name as an anchor point: The name Cheval d’Or forms the foundation of the visual identity. This allowed us to subtly play with symbolic elements of gold, wood, pure strength, and timeless elegance. The result is a bottle that exudes pure class, without losing its modern accessibility.
Bottle, label, and presentation
In a prestigious category like Cognac, presentation is everything. A high-quality cognac must feel premium even before the cork leaves the bottle. The label must communicate at a glance that this is a serious spirit with a true origin, patient aging, and a rich story.
That is why we developed a visual presentation in which Cheval d’Or is immediately recognizable as our own, exclusive label. The design offers just the right balance between the brand name, the protected category 'Cognac', the important VSOP designation, and a luxurious appearance.
Our main design choices at a glance:
Clear naming: Cheval d’Or stands prominently and proudly at the center of the label.
Luxurious color use: Premium gold and amber accents that perfectly match the color of the liquid.
Typography: A careful mix of classic elegance and fresh, modern readability.
Clear positioning: The category 'Cognac' and the 'VSOP' quality designation are immediately visible for maximum trust on the shelf.
Layered story: The authentic French origin story is visually incorporated as a supporting layer.
Commercial strength: The design is sleekly optimized; it radiates pure class in our webshop and guarantees a strong shelf-presence in physical sales.
Making of: from French Cognac to our own brand label
Determining origin and collaboration
The first step was finding the right producer. For a true Cognac, collaboration with a producer in the Cognac region is necessary. Philbert Cognac fits well with this ambition through the combination of craftsmanship, local production, contemporary
appearance, and willingness to think along in a distinctive project.
The collaboration made it possible to develop a Cognac that feels both authentic
and unique. Authentic due to its French origin and cognac production. Unique because of the
name Cheval d’Or, the Brouwhoeve positioning, and the brand design of NewSpirits.
The blend and style direction
Cheval d’Or is built as a blend with classic cognac grapes. The product information mentionsUgni Blanc, Colombard, and Folle Blancheas grape varieties. This combination provides the blend with different layers: freshness, fruit, floral nuances, structure, and aging potential.
The origin fromFins Bois, Petite Champagne, and Grande Champagneis also relevant.
These crus each contribute to the profile in their own way. Grande Champagne and Petite
Champagne are known for fine, elegant eaux-de-vie with aging potential, while Fins
Bois can often provide rounder, fruitier components.
For Cheval d’Or, the goal was a style that is round, rich, and accessible, with enough depth
for cognac lovers and enough softness for new drinkers.
Aging and barrel character
Cognac must age in oak barrels. This aging is essential for color, aroma, texture, and complexity. During aging, the eau-de-vie develops notes of wood, vanilla, dried fruit, spices, and a softer alcohol structure.
For Cheval d’Or, the finishing approach also plays a role. The Brouwhoeve site mentions reused Sauternes and Oloroso Sherry wine barrels as part of the flavor story.
This combination gives Cheval d’Or a modern twist. Sauternes can evoke associations with honey, apricot, and soft dessert wine richness. Oloroso Sherry can contribute to nuttiness, dried fruit, depth, and spicy warmth. Together, they give the Cognac extra roundness and tension.
Brand design and identity
After choosing the content, Cheval d’Or needed to develop its own identity. A Cognac often has a classic appearance, but Newspirits wanted to avoid the product feeling outdated or distant.
The design direction had to balance between:
- French elegance
- Classic Cognac codes
- Brouwhoeve identity
- Premium appearance
- Modern readability
- Clear brand name
- Cadeau value
- Shelf trust
The name Cheval d’Or became the anchor point of the visual identity. From that name, Newspirits could work with gold, wood, strength, elegance, and classic French associations.
Bottle, label, and presentation
In Cognac, bottle presentation is very important. A good Cognac should feel premium even before the bottle is opened. The label must communicate directly: this is a serious drink with origin, aging, and story.
Therefore, Newspirits developed a presentation in which Cheval d’Or is recognizable as its own label. The label needed to allow space for the name, the category Cognac, the VSOP designation, and the premium appearance.
Important design points:
- clear naming of Cheval d’Or
- premium gold and amber accents
- classic yet fresh typography
- clear category: Cognac
- visible VSOP positioning
- origin story as a supporting layer
- suitable for webshop and physical sales
Aroma and flavor profile
Appearance
Clear amber with gold-brown reflections. The color matches the aging in oak and the warm, rich appearance of Cognac.
Aroma
On the nose, Cheval d’Or opens with ripe fruit, soft spices, and warm wood tones. Think of dried apricot, raisin, honey, vanilla, and subtle nuttiness. The influence of Sauternes and Oloroso adds extra complexity, with a soft dessert wine-like roundness and light sherry-like depth.
Taste
The initial taste is round, soft, and lightly sweet. Then notes of dried fruit, vanilla, oak, spiciness, and soft caramel emerge. The blend of Ugni Blanc, Colombard, and Folle Blanche provides freshness and structure, while the aging and finishing contribute warmth, softness, and length.
Finish
The finish is warm, elegant, and spicy. Honey, wood, dried fruit, and a subtle nutty note linger beautifully.
Character
Cheval d’Or is an accessible yet layered VSOP Cognac. Round, lightly sweet, spicy, and refined. A Cognac for lovers of French classics, but also for drinkers who want to discover a unique Brouwhoeve label with a true origin story.
Aroma and flavor profile
Appearance
Clear amber with golden-brown reflections. The color matches the aging in oak and the warm, rich appearance of Cognac
Aroma
On the nose, Cheval d’Or opens with ripe fruit, soft spices, and warm wood tones. Think of dried apricot, raisin, honey, vanilla, and subtle nuttiness. The influence of Sauternes and Oloroso adds extra layers, with a soft dessert wine-like roundness and light sherry-like depth.
Taste
The initial taste is round, soft, and lightly sweet. Then notes of dried fruit, vanilla, oak, spiciness, and soft caramel emerge. The blend of Ugni Blanc, Colombard and Folle Blanche provides freshness and structure, while the aging and finishing contribute to warmth, softness, and length.
Finish
The finish is warm, elegant, and spicy. Honey, wood, dried fruit, and a subtle nutty touch linger beautifully.
Character
Cheval d’Or is an accessible yet layered VSOP Cognac. Round, lightly sweet, spicy, and refined. A Cognac for lovers of French classics, but also for drinkers who want to discover a unique Brouwhoeve label with a real origin story.
Serving tips and food pairing
Cheval d’Or Cognac is best enjoyed when sipped slowly. Serve it at room temperature in a tulip-shaped glass or cognac glass.
Serving tips and food pairing
Cheval d’Or Cognac is best enjoyed when sipped slowly. Serve it at room temperature in a tulip-shaped glass or cognac glass.
Neat
Drink Cheval d’Or neat and let it breathe in the glass for a few minutes. This allows the notes of fruit, wood, vanilla, and spices to come forward more prominently.
With a small ice cube
For those who prefer a softer serve, a small ice cube can slightly open up and refresh the Cognac. It’s better not to use a large amount of ice, as it can mute the aromas.
In a premium cocktail
VSOP Cognac is also suitable for classic cocktails such as Sidecar, French Connection, or a Cognac Old Fashioned. Cheval d’Or is particularly suited for cocktails where the round, fruity, and spicy notes can remain prominent.
Food pairing
Cheval d’Or pairs well with:
- Dark chocolate
- Crème Brûlée
- Dried figs
- Almonds
- Walnuts
- Blue cheese
- Foie Gras
- Apple or apricot tart
- Coffee
- Cigar moments for enthusiasts
Neat
Drink Cheval d’Or neat and give it a few minutes to breathe in the glass. This way, the notes of fruit, wood, vanilla, and spices come forward better.
With a small ice cube
For those who prefer a softer serve, a small ice cube can slightly open and refresh the Cognac. Preferably do not use a large amount of ice, as it can mute the aromas.
In a premium cocktail
VSOP Cognac is also suitable for classic cocktails such as Sidecar, French Connection, or a Cognac Old Fashioned. Cheval d’Or is particularly suited for cocktails where the round, fruity, and spicy notes can remain visible.
Food pairing
Cheval d’Or pairs well with:
- Dark chocolate
- Crème Brûlée
- Dried figs
- Almonds
- Walnuts
- Blue cheese
- Foie Gras
- Apple or apricot tart
- Coffee
- Cigar moments for enthusiasts
The end result: A legitimate Cognac with the Brouwhoeve signature
Cheval d’Or Cognac is the ultimate proof that as a brand you can successfully innovate within a category where authenticity and legislation weigh heavily. By breaking traditional frameworks, we have created a product that stands strong.
A powerful synergy
This project brought together the best of two worlds in one bottle:
For us (Brouwhoeve): It is a flagship within our portfolio. A case where our brand strategy, brand design, bottle presentation, and commercial positioning come together seamlessly.
For Philbert Cognac: A unique opportunity to connect their in-depth French cognac knowledge and family tradition to a groundbreaking, modern brand concept.
No generic brandy: Cheval d’Or is not a run-of-the-mill brandy with a nice sticker. It is a certified, high-quality French Cognac with our own unmistakable Brouwhoeve branding and signature. A premium spirit that we are rightly proud of.
The end result: A legitimate Cognac with the Brouwhoeve signature
Cheval d’Or Cognac is the ultimate proof that a brand can successfully innovate within a category where authenticity and regulation weigh heavily. By breaking traditional boundaries, we have created a product that stands strong.
A powerful synergy
This project brought together the best of two worlds in one bottle:
For us (Brouwhoeve): It is a flagship within our portfolio. A case where our brand strategy, brand design, bottle presentation, and commercial positioning come together seamlessly.
For Philbert Cognac: A unique opportunity to connect their in-depth French cognac knowledge and family tradition to a groundbreaking, modern brand concept.
No generic brandy: Cheval d’Or is not a run-of-the-mill brandy with a nice sticker. It is a certified, high-quality French Cognac with our own unmistakable Brouwhoeve branding and signature. A premium spirit that we are rightly proud of.
Also launching your own Cognac or premium spirit?
The case study of Cheval d’Or shows how we support brands, retailers, hospitality entrepreneurs, and distilleries from A to Z in developing their own premium spirits.
Whether it’s a complex, protected drink like Cognac or a unique gin, rum, or liqueur; we tailor every detail precisely to your brand, target audience, and sales channel.
What we achieve together:
Concept & Brand Story: From the first creative idea to a strong and credible identity.
Bottle & Label: A visually stunning premium presentation with maximum shelf-presence.
Origin & Flavor Profile: Selecting the right (international) producers and fine-tuning the liquid.
Commercial Positioning: A strategic plan that ensures your drink truly sells successfully.
Where we assist
Do you have the ambition to introduce your own high-quality spirit? Brouwhoeve offers complete support and expertise in the following areas:
Concept & Development: From the initial idea to a completely own cognac label or private label cognac with a unique bottle and label.
Design & Storytelling: Premium spirit brand design, exclusive label and packaging design, and writing a compelling origin story.
Sourcing & Network: Establishing strategic collaborations with top producers (like our French cognac partners).
Market Launch: Professional webshop and SEO content and the complete commercial launch.
From first idea to final product Do you also want to develop your own Cognac, brandy, or other premium spirit? Brouwhoeve thinks, designs, and builds with you from the very first brainstorming session to the final product in hand. Contact us today and put your brand on the map!
Eigen Cognac label ontwikkelen
Also launching your own Cognac or premium spirit?
The case study of Cheval d’Or shows how we support brands, retailers, hospitality entrepreneurs, and distilleries from A to Z in developing their own premium spirits.
Whether it’s a complex, protected drink like Cognac or a unique gin, rum, or liqueur; we tailor every detail precisely to your brand, target audience, and sales channel.
What we achieve together:
Concept & Brand Story: From the first creative idea to a strong and credible identity.
Bottle & Label: A visually stunning premium presentation with maximum shelf-presence.
Origin & Flavor Profile: Selecting the right (international) producers and fine-tuning the liquid.
Commercial Positioning: A strategic plan that ensures your drink truly sells successfully.
Cheval d’Or Cognac: The case at a glance
Cheval d’Or Cognac is one of the proud portfolio cases of Brouwhoeve. In close collaboration with Philbert Cognac in France, we have developed a legitimate, authentic Cognac that honors the strict regulations and French origin. Not just ordinary brandy, but a truly premium label with our own unique signature
The Technical Blend: A high-quality VSOP of 40%, made from the classic grape varieties Ugni Blanc, Colombard and Folle Blanche.
The Terroirs: The eaux-de-vie come from the three prestigious French crus: Fins Bois, Petite Champagne and Grande Champagne.
The Flavor Profile: A beautifully rounded, slightly sweet and spicy Cognac with deep notes of dried fruit, honey, vanilla, wood, and a subtle nuttiness.
With Cheval d’Or, we prove that strategic brand strength and authentic French craftsmanship can seamlessly merge into a powerful commercial success.
Cheval d’Or Cognac: The case at a glance
Cheval d’Or Cognac is one of the proud portfolio cases of Brouwhoeve. In close collaboration with Philbert Cognac in France, we have developed a legitimate, authentic Cognac that honors the strict regulations and French origin. Not an ordinary brandy, but a truly premium label with our own unique signature.
The Technical Blend: A high-quality VSOP of 40%, made from the classic grape varieties Ugni Blanc, Colombard and Folle Blanche.
The Terroirs: The eaux-de-vie come from the three prestigious French crus: Fins Bois, Petite Champagne and Grande Champagne.
The Flavor Profile: A beautifully rounded, slightly sweet and spicy Cognac with deep notes of dried fruit, honey, vanilla, wood, and a subtle nuttiness.
With Cheval d’Or, we prove that strategic brand strength and authentic French craftsmanship can seamlessly merge into a powerful commercial success.
Frequently asked questions
Here are some frequently asked questions
Cheval d’Or Cognac is a proprietary cognac label from Brouwhoeve, developed in collaboration with Philbert Cognac in France. It is a VSOP Cognac with 40% alcohol, featuring a round, slightly sweet and spicy style.
Cheval d’Or was developed by Brouwhoeve in collaboration with Philbert Cognac. Brouwhoeve was responsible for the brand concept, brand design, label, bottle presentation, and commercial positioning.
Yes. Cheval d’Or was developed in collaboration with a producer in the Cognac region of France. Cognac is a protected geographical indication and must comply with specific rules regarding origin, aging, and alcohol content.
VSOP stands for Very Superior Old Pale. In Cognac, this means that the youngest eau-de-vie in the blend has aged for at least four years.
The available product information mentions a blend of Ugni Blanc, Colombard, and Folle Blanche from Fins Bois, Petite Champagne, and Grande Champagne.
Cheval d’Or Cognac has notes of dried fruit, honey, vanilla, soft spices, oak wood, subtle nuttiness, and a round, slightly sweet finish.
Cheval d’Or can be enjoyed neat at room temperature, possibly with a small ice cube. The Cognac is also suitable for classic premium cocktails such as a Sidecar or Cognac Old Fashioned.
Yes. Brouwhoeve can assist in developing private label spirits, including Cognac projects in collaboration with recognized producers. In addition, Brouwhoeve guides the process from brand concept, brand design, bottle and label to story, positioning, and commercial launch.
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Frequently asked questions
Here are some frequently asked questions
Cheval d’Or Cognac is a proprietary cognac label from Brouwhoeve, developed in collaboration with Philbert Cognac in France. It is a VSOP Cognac with 40% alcohol, featuring a round, slightly sweet and spicy style.
Cheval d’Or was developed by Brouwhoeve in collaboration with Philbert Cognac. Brouwhoeve was responsible for the brand concept, brand design, label, bottle presentation, and commercial positioning.
Yes. Cheval d’Or was developed in collaboration with a producer in the Cognac region of France. Cognac is a protected geographical indication and must comply with specific rules regarding origin, aging, and alcohol content.
VSOP stands for Very Superior Old Pale. In Cognac, this means that the youngest eau-de-vie in the blend has aged for at least four years.
The available product information mentions a blend of Ugni Blanc, Colombard, and Folle Blanche from Fins Bois, Petite Champagne, and Grande Champagne.
Cheval d’Or Cognac has notes of dried fruit, honey, vanilla, soft spices, oak wood, subtle nuttiness, and a round, slightly sweet finish.
Cheval d’Or can be enjoyed neat at room temperature, possibly with a small ice cube. The Cognac is also suitable for classic premium cocktails such as a Sidecar or Cognac Old Fashioned.
Yes. Brouwhoeve can assist in developing private label spirits, including Cognac projects in collaboration with recognized producers. In addition, Brouwhoeve guides the process from brand concept, brand design, bottle and label to story, positioning, and commercial launch.
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