Ortolan aims to “shake up Armagnac conventions” to unite different generations

hrough the family’s origins in Gascony and its home at the Château de Loubersan in the heart of Gers, Louis-Marie de Castelbajac – son of the famous fashion designer – has always had a bond with production of Armagnac. Alongside his career as a creative director, he even took time out to mature a few barrels of brandy produced by his uncle, for his family and friends. In 2017, however, a Chinese client asked to import some, marking the start of de Castelbajac’s professional foray into Armagnac.

“I subsequently launched the 700 brand, based on my uncle’s Armagnacs, and positioned it as a high end spirit”, explains the designer. “But then I decided to shift to Armagnacs with shorter maturations, a modern design and more of a mixology style, hence the inception of the Ortolan range”. The newly-minted, 5-strong collection was launched in 2022, fashioned after de Castelbajac’s style which aims to “boldly shake up traditional Armagnac conventions”, explains a press release. The brand promises to “freshen up this historic spirit by instilling a rebellious energy and a relaxed style that will appeal to a new generation”.

The five Ortolan labels are sourced from two producers in the Bas-Armagnac area – in western Gascony – and made entirely from Baco and Ugni Blanc. Their graphic design is disruptive. The target audience is younger generations through “Armagnacs with a distinctive character that can be enjoyed on ice or in cocktails, in a modern, inclusive way as one of France’s iconic spirits”, adds the press statement. “Alongside 700, which is matured for 20 years or more, Ortolan plays a more modern role with its shorter maturation period and early-drinking style, particularly suited to the mixology space”, stresses de Castelbajac.