IMPORTERS ON CALVADOS
Meet Jean-François Bonneté :
Born in Brittany and living in Texas, as an importer, his journey has always been about building bridges between brands and markets. He is the founder and CEO of BCI, a boutique importer and brand builder of high potentiel terroir wines and spirits. With 25+ years of proven success in the US market, BCI is a trusted partner across all tiers of the US. They are committed to elevating brands with strong potential - which is what drew Jean-François to Calvados. Our team sat down with him at a recent event to get his thoughts on this appellation and its future in the US ; read on for the full interview below.
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Launching Calvados
How did you first get involved with Calvados as an importer?
At BCI, our mission has always been to identify exceptional producers, brands with a story, authenticity, true savoir-faire, and the potential to scale meaningfully in the U.S. market. My connection to Calvados runs deep: I began building the category in the U.S. nearly 30 years ago, during my time leading Maison Ferrand in the U.S., where I helped launch Daron Calvados from the ground up. Years later, when we met Pierre Martin Neuhaus and his father, who was then in the process of passing the torch at Maison Coquerel, we instantly recognized the potential. They had everything we look for: heritage, integrity, a generational story, and an exceptional product. Most importantly, as a family, they shared values that deeply resonate with us. Since then, it’s been a truly meaningful journey working together to elevate both Coquerel and the Calvados category, which I’ve had the privilege of championing in the U.S. for three decades.
How would you position Calvados in the broader portfolio of French or aged spirits?
Calvados sits at a beautiful intersection. It has the pedigree of Cognac, the rusticity of Armagnac, an amazing versatility when it comes to cocktails and the unique proposition to be the most sustainable Spirit in the world.
Market Dynamics
What are some challenges you face importing Calvados in the US?
Awareness is still the biggest challenge. Many buyers, even educated ones, know the name but don’t know the nuances: the regions, the aging styles, the differences between AOCs. It is also a discovery process as many still perceive Calvados as a digestif proposition when, for us at BCI, it is largely a fantastic cocktail ingredient. It therefore requires education, time, and above all, patience. But once people taste it and hear the story, it clicks.
How has demand evolved over recent years?
The momentum is definitely building, especially in high-end cocktail bars and retailers focused on discovery. We’re seeing more bartenders using it in creative ways, either as a base spirit or to add a unique aromatic profile. There’s also growing retail curiosity.
The large urban markets were initially the first markets to embrace it, especially in cocktail bars and natural wine-forward restaurants. We are now seeing a lot of excitement and up-trends in markets like Seattle, Portland, Orlando, Austin, Minneapolis or New Orleans. It is spreading more and more each year.
How do bartenders and sommeliers respond to Calvados?
Consumer & Trade Insights
Who is the typical Calvados consumer?
We’re seeing two main groups. One is the curious, well-traveled consumer who’s looking for something more unique and less commercial. The other is the younger cocktail-forward audience who wants to know the origin of what they’re drinking and loves discovering something that feels off the beaten path.
Are there regional differences in Calvados consumption?
Once you bring Calvados to the bar, especially in a tasting or seminar format, it opens eyes. Bartenders love its structure and versatility, it works beautifully in classics (like Apple Sidecar, Old Fashioned, Jack Rose or Espresso Martini) but also in completely new builds. Sommeliers see it as a bridge between spirits and gastronomy, especially with cheese and dessert pairings.
The most common one is that Calvados is like Cognac but made from apples. It’s so much more nuanced than that. Another misconception is that it’s "old-fashioned", “dusty” or limited to holiday moments. In reality, it’s incredibly versatile and modern, a perfect spirit for contemporary cocktails
What do you think is key to growing Calvados' visibility in this market?
Positioning & Education
How do you educate the market about Calvados - both on the consumer side and within the trade?
We lead with the story: the land, the apples, the time, the ancestral savoir and the sustainability. Then we taste. We host trainings, develop seasonal cocktail programming, and invest in one-on-one relationships with bartenders and buyers. We also work closely with our distributors to make sure they’re equipped to tell the story authentically.
What are some misconceptions about Calvados you encounter?
You need emotion and education. Calvados won’t grow by trying to be the next tequila or bourbon, it has to own its uniqueness. That means doubling down on terroir, history, and savoir faire. It also means working hand-in-hand with people who care (bartenders, some retailers, and curious consumers). Finally and most crucially, we need to highlight its sustainability story: Calvados is the most eco-responsible spirit produced anywhere in the world. That matters.
Absolutely - Calvados is one of the most aligned spirits in the world when it comes to sustainability. It's something we're extremely proud of. The apples and pears used to make our Coquerel Calvados come from over 200 local farmers, all located within a few miles of the distillery. The orchards use no irrigation, and cider apples are among the most efficient natural absorbers of COā. The entire fermentation process is natural. Even the distillation is optimized: the vapors are cooled using fresh cider, not external water. Each bottle of Coquerel Calvados is therefore carbon negative by six pounds. That’s not just sustainable, it’s category-leading. And as consumers increasingly look for authenticity and accountability in what they drink, this gives Calvados and Coquerel a serious edge.
How do you see this category evolving over the next 5-10 years?
Trends & Future Outlook
Are there any emerging trends that could help Calvados gain traction?
We’re just at the beginning of Calvados’ modern chapter. I think you’ll see bartenders lean in harder, especially as they look for lower-ABV and authentic alternatives. I also think the retail space will grow as more consumers look for unique aged spirits that offer authenticity without the overexposure or luxury markups. There’s real excitement bubbling up around this category and it’s rooted in the simple truth that Calvados has been doing things the right way for generations. Now the world seems finally ready for it.
It’s usually easy to convince me to enjoy a Coquerel cocktail in the evening! Being based in Houston, we love making a Spritz with Coquerel VS and the original Gabriel Boudier Elderflower liqueur; fresh, aromatic, and perfect for a sunny evening. And when it’s time to slow down, a jazz night, a good cigar, I’ll happily indulge in our Coquerel ex-Willett Bourbon Cask finish, or one of our beautiful vintage expressions. Our 1956 is pure poetry. Our 30-Year Single Cask is spectacular.
Do you have a standout memory or moment when you realized Calvados had staying potential?
Final Thoughts
What's your personal favorite way to enjoy Calvados?
I first visited Normandy during my early years, being from Brittany, it was right next door and always felt like an extension of home. The region never fails to move me: from the emotional gravity of the D-Day beaches to the timeless charm of Bayeux and the breathtaking Mont Saint Michel. The people, the deep culinary identity, the layered history, it’s all incredibly rich. And of course, there’s Calvados, a spirit that captures all of that in a glass.
Every visit to the Coquerel distillery, is a reminder of why we do what we do. There’s something grounding about that land: its resilience, humility, and authenticity- and when you taste Coquerel, you taste that story. That’s why I know Calvados can speak to many Americans too, especially those who value character, craftsmanship, and a sense of place.