Christine Cooney, Co-Owner of Heavenly Spirits Imports, has spent years cultivating a portfolio of exceptional French spirits, including Cognac, Armagnac, and Calvados. Her dedication to quality and authenticity has made Heavenly Spirits a trusted name in the industry. In this exclusive interview, Christine shares insights into her journey, the art of selecting fine spirits, and the evolving landscape of French distillation in the US market.

Can you tell us about the origins of Heavenly Spirits and how it has evolved over the years?

My partner/husband Daniel and I started Heavenly Spirits in 2008. Heavenly Spirits’ mission is to promote the art of exceptional French distillation methods, by mostly smaller family operations, as they have done for hundreds of years. Right from the beginning, Heavenly Spirits sought to promote high-quality brandies and other spirits, offered for a fair price, including Armagnac, Calvados, and Cognac.

Our slogan, “From France with Love,” means something, both to us and to our consumers, who care where and how our products are made.

Image: Dan and Christine Cooney

What inspired the name "Heavenly Spirits" and how does it reflect the ethos of your company?

Our company’s name, Heavenly Spirits, came about from what is known as “the angel’s share,” which refers to that portion of the distillation that is lost to evaporation while being aged in oak barrels. The word “heavenly” is also a translation from the French word “paradis” which refers to the oldest aging cellar of the distiller.

For us, the name represents years of research and passion for the art of French distillation. The results of our work are a collection of exceptional French spirits that are indeed “heavenly” in both quality and taste.

Image: (Left) Cooneys with DuPeyrat; (Right) Cognac DuPeyrat.

How do you select the French spirits and brands that you import? What criteria do you look for?

From the beginning, our goal was to put together a unique portfolio of authentically made French spirits, exceptional in both quality and taste. Some of our criteria include the personality of the distiller or cellar master, the family’s history, their production methods, their house style, their uniqueness, and their overall philosophy. Each of the brands in our book has its unique selling points so there is no conflict between brands.

What sets Heavenly Spirits apart from other importers of French spirits in the US market?

Very few importers are as focused as we are. We only import artisanal spirits, and we only import from France. I believe our portfolio uniquely represents the very best that France has to offer in the way of authentically produced French spirits, all under the same Heavenly name. This is the result of years of passion and dedication from the whole Heavenly team.

How do you educate consumers about the French spirits you import?

With backgrounds in arts and education, Dan and I both believe in the importance of clear and informative communication. To that end, we use a variety of methods to reach out to anyone who wants to learn about our products, including tasting seminars, social media, an easy-to-navigate website, and our informative catalog.

What role does education play in your marketing strategy?

Education is a big reason for our success. In addition to training our staff and equipping them with educational tools, Dan and I do our best to get out and visit with our distributor partners across the country to train and equip them.

Image: (Left) Christine Cooney with Jerome; (Right) Christine Cooney at VinExpo.

What trends have you observed in the US market regarding the consumption of French spirits, particularly Cognac, Armagnac, and Calvados?

We've seen trends come and go over the years. French spirits are always in trend to some degree, due to the long history of quality and innovation that they are known for. After all, having been around for over 700 years, Armagnac is the oldest spirit made in France, trailed by Cognac and Calvados. We continue to be the leading importer of Armagnacs in the US, and we are proud of that fact.

Can you share a memorable experience or collaboration with one of the French distilleries or producers you work with?

Probably the most significant collaboration we've had is with Armagnac Delord. About 20 years ago, even before we founded Heavenly Spirits, when I was working as a broker, I had asked them to supply me with a fairly-priced, entry-level Napoléon Armagnac so I could use it to introduce American consumers to the category. They offered me Bartender Spirits 94-point gold winner Marie Duffau Bas Armagnac Napoléon, and within a few years, we made it, along with Armagnac Delord, the best-selling Armagnac in the U.S. and we continue to lead the category today.

Image: A Class - 2 Armagnac and 3 Rum, Winners of Bartender Spirits Awards

How do you see the future of French spirits in the US market, especially with the growing interest in artisanal and boutique products?

I think the future is bright because French spirits continue to have an excellent reputation for quality, authenticity, and innovation. The one category of spirits that is still under development in France is whisky. While there are now well over 100 distilleries making some excellent whisky in France, compared to only one, thirty years ago, I believe there is still some work that needs to be done before they capture the consumer awareness that other whisky-producing countries of the world have received.

What advice would you give to aspiring importers or distributors looking to enter the French spirits market?

I would say, "It is great to be knowledgeable about this business, but if you don't have a genuine passion for what you are doing, you might consider another field.”

Image: (Left)Chritophe Filloux Cognac and (Right)Tanks of Delord

How do you balance tradition and innovation in the selection and promotion of French spirits through Heavenly Spirits?

We never take on a spirit just because it fits a new trend or an innovative category. We know the US wine and spirits market generally responds very well to new trends, but like any new trend, some go, and some stay. We at Heavenly Spirits focus on the longer term and yet always try to stay current in our choices. Most innovative spirits that we take on in our portfolio usually take their roots in the traditional ways of making authentic spirits.

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Conclusion:

Christine Cooney's commitment to excellence and her deep appreciation for the craft of French distillation shine through in every aspect of Heavenly Spirits Imports. Her passion for sharing the stories and flavors of these exceptional spirits has helped elevate the appreciation of French distillation in the US market. As the demand for artisanal and boutique spirits grows, Christine and Heavenly Spirits are poised to continue inspiring enthusiasts and connoisseurs alike with their exceptional portfolio of French spirits.

In conversation with Malvika Patel, Editor and VP, Beverage Trade Network