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  • 26-NOV-2025 | Excerpt from David Abbott’s “Under-age Armagnac” Ad for Sainsbury’s

26-NOV-2025 | Excerpt from David Abbott’s “Under-age Armagnac” Ad for Sainsbury’s

Author

Dan Bogachek
November 26, 2025

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Excerpt from David Abbott’s “Under-age Armagnac” Ad for Sainsbury’s

Sainsbury’s won’t put their name on an under-age armagnac or an over-age mint.

Before there was cognac there was armagnac.

It has been produced in Gascony for over 500 years and can justly claim to be France’s oldest brandy.

A smooth, gently aromatic drink, its flavour owes much to the oak casks in which it is matured.

Each local distiller has his own traditional recipe for the perfect blend and armagnacs can vary greatly in character.

Sainsbury’s have chosen a slightly ‘softer’ armagnac than most from a family firm right in the heart of Gascony.

Although armagnac can be legally sold at 3 years’ maturity, Sainsbury’s selected a VSOP armagnac which must be at least 4 years old. 🏁

  • The hook is intentionally cryptic: “we won’t do this.” So it naturally elicits, “Well if they won’t do that, then what will they do?”

  • This always sticks out to me: you need fewer commas than you think.

  • Everyone loves “once upon a time” — because everyone loves a story.