Those of us in the spirits world are well aware of the ‘booms’ that catapult a category to popularity. Gin enjoyed a mammoth one in the noughties; rum has been enjoying a similar (but steadier) one for the last decade. And I thoroughly hope that brandy will experience the same sort of cultural redemption arc – we just might have to work a little harder to get it.
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French apple spirit Calvados recorded a sales volume contraction of 5.6% in 2025, representing a moderate drop compared to the more significant deceleration happening in global spirits.
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Mention Calvados to a twenty-something in the UK, and there’s a vanishing slim chance that they will have heard of the spirit, let alone tried it. It’s a category whose image is more one of a past era, when the sight of elderly French workmen chugging down a tot with their Gauloises represented a romantic notion of France.
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Jo Gilbert catches up with Stephanie Jordan-Balmforth on Avallen, the ‘planet-friendly’ calvados.
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Majestic its broadening its cider portfolio with a pair of gluten free, vegan, no added sugar products from Normandy cider and Calvados producer, Sassy.
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