Consumers have clear (or cloudy) memories around a category of spirit (liquor) that endear them, swear them off, or limit their uses. Circa 1998 in my twenties a woman my age stated, “I don’t drink brown liquor.” Maturing, self-awareness, and exposure brought me back to gin, tequila and opened me up to search more spirits. After all it was not the spirit that was the issue. Today, my grown-up exploration brings me to back cognac.