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William Perkins

What is the Elusa story? Blanche d'Armagnac reimagined..

Updated: Jan 7

My names Will and I first came across Armagnac some 12 years ago on a trip to France with my mother Vanessa and step father Charlie. We were visiting his parents in the region and one sun kissed afternoon, we shared a moment - a glass of exquisite 1954 Bas Armagnac. Sitting outside in the evening sun, I recall how it was the most delicious, intoxicating spirit I had ever had the privilege to taste in my life.


and life has woven its tapestry of change — personal, professional, and within the broader context of our world. Yet, the trips endured, as did the enchantment of this quaint region of South West France.


It was on one of these journeys to Eauze, a seed planted long ago flourished into a compelling thought: Why doesn't Armagnac resonate with my generation, and how can its magic be shared with the world?


As a thirty-two-year-old millennial, it strikes me as amusing that a craft spirit with a rich 700-year history hasn't found its place among my peers. Is it the inland nature of Armagnac, its comparison to the more popular Cognac, or the lingering perception of tradition (grandpa and a cigar on Sunday nights)? Perhaps it's as simple as 90% of its production staying within the borders of France.


Whatever the case may be. I set to work brainstorming the ways to unravel this puzzle, reset the status quo, introducing Elusa | Blanche d'Armagnac.


Choosing the oldest and most esteemed grape varietal for our Armagnac — the Folle Blanche — we let it rest for three months in stainless steel vats post-distillation. And voila! An unadulterated, pure Eau-de-vie-d'Armagnac at 40%.


The beauty of this young spirit lies in its unblemished grape flavour and its transparent colour. These attributes make it a splendid companion for cocktails or to sip over ice. We hope you savour it as much as we do! Cheers to the essence of Elusa Blanche.



William Perkins, Elusa founder
Elusa founder Will

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