Idris Elba Aims to Build a Spirits Empire With the Launch of Porte Noire Cognac

(Photos: Porte Noire Brands/Instagram)

On Monday, “The Wire” star Idris Elba expanded from French wine to French brandy with the launch of Porte Noire Cognac.

Developed in partnership with Maison Ferrand and winemaker David Farber, the spirit is bottled at 40% ABV and is said to boast notes of dried apricot, vanilla, subtle oak, hints of honey and caramel. It’s the first time that Maison Ferrand, the firm behind Planteray Rum and Dry Curaçao, has collaborated with a third party to develop a spirit.

“Cognac is something I’ve always appreciated for its complexity and richness,” Elba said, according to The Spirits Business. “I wanted to create something that felt like an extension of what we’ve already done with Porte Noire, something luxurious but approachable.”

The Porte Noire label was initially launched in 2020, at the time specializing exclusively in a Provence Rosé and a Grand Cru Champagne. Whatever your opinions on celebrity-owned alcohol may be, it’s worth noting that Elba’s venture has been remarkably well-received; a study conducted in 2022 found that Porte Noire Rosé was the highest-ranked celebrity wine on Vivino to date. Porte Noire Cognac is the brand’s first foray into spirits.

From the sound of it, there will be much more to come. In a conversation with The Times in June, Elba mentioned that he hopes to expand into mezcal, gin and rum down the road. Whether those will be launched through his Porte Noire imprint or a separate venture is yet to be seen.

 “As owner and master blender of Maison Ferrand, I have always looked for great sources of inspiration to make unique Cognacs and meeting Idris was one of those moments,” Maison Ferrand owner Alexandre Gabriel remarked. “We spent time together and realized all that we had in common, like our desire to create delicious products from responsible agriculture. Together we wanted to create a one-of-a-kind Cognac.”

Outside of his roles in “Luther” and the Marvel Cinematic Universe, Elba has developed a reputation as something of a self-fashioned renaissance man. He hosts a podcast, owns a skincare brand with his wife, dabbles in professional kickboxing and is currently underway with plans to develop a 200-acre film lot in Zanzibar. His musical alter ego, DJ IDRIS, has collaborated with the likes of Skepta, Sean Paul and Grey Goose Vodka.

Porte Noire VSOP Cognac is now available at a suggested price of £79.99 ($104) through Harvey Nichols, Amathus Wines, Master of Malt, The Whisky Exchange, Porte Noire King’s Cross and drinksone.com.

“From the vineyard to the glass, the craft behind Cognac is nothing short of extraordinary, Elba added. “With Porte Noire Cognac, we’ve created something that tells the story of the region but also feels fresh and new, inviting both seasoned Cognac enthusiasts and newcomers alike to enjoy.”