Inspiration

5 UNMISSABLE ACTIVITIES FOR YOUR CUSTOMERS IN COGNAC

Designed to inspire your programme development, these five must-do activities highlight Cognac’s key experiences. Easy to integrate into your itineraries, they add value to your stays and respond to your clients’ expectations on the destination.

Table of contents

An iconic experience, perfect for groups and premium travelers

1. UNLOCKING THE SECRETS OF COGNAC IN THE GREAT HOUSES

Martell, Rémy Martin, Camus, Hennessy… immersive visits include distillation, blending and tastings with cellar masters—a must-see easily integrated into gastronomic or luxury programs.

Soak up the world of cognac and visit major brands such as Hennessy, Rémy Martin (International Best Wine Tourism 2025), Martell, Camus in Cognac or Courvoisier in Jarnac. Learn the history of famous names, starting with the distillation process and secrets behind making brandy. Hone your palate at tasting classes and get to grips with the subtle nuances of blends. Delve deeper with an exclusive tasting of outstanding vintages aged in 100-year-old barrels.
Visit sites that ooze history, such as Château Royal de Cognac (Cognac Otard & d’Ussé) where King François I was born.
Master the art of mixology in one of the town’s bars. Unwind and savour the moment on one of the town’s rooftops: Indigo by Martell (don’t miss the contemporary art foundation in the same building) or Chais Monnet (5* hotel). Kick back on the terrace at Château de Cognac’s Le Lys bar.

Encounters, gentle landscapes and rural art de vivre

2. DISCOVERING A VINEYARD BETWEEN COUNTRYSIDE AND ATLANTIC

The Cognac vineyard offers a more intimate approach, through villages, producers and quiet roads—ideal for slow, gourmet itineraries.

Weave your way through the cognac vineyard from outside Angoulême to the Atlantic Ocean, taking you deep into the Cognac designation or the unspoilt little paradise islands of Île de Ré and Île d’Oléron. Unlock the secrets behind brandy and Pineau des Charentes, a liqueur made from a subtle blend of grape must and cognac.
Meet the passionate locals and producers keeping centuries of expertise alive today.
Memories are yours for the making: tours and tastings with winemakers, learn to make wooden barrels with coopers, e-bike rides, 2CV excursions, vineyard picnics and so much more.

Boat, kayak or bike: a smooth and soothing discovery

3. FOLLOWING THE CHARENTE RIVER, THE THREAD OF THE STAY

By traditional barge, on the water or via the Flow Vélo, the river naturally links city, vineyard and countryside.

Set sail on a real adventure from Angoulême to the Atlantic and go with the flow along the Charente River. You can explore the Charente on traditional boats (gabarres) or more modern boats which you can hire for as long as you like.
Get up close to the water and paddle down the river on a canoe or kayak.
Take time out to soak up the Charente Valley on the Flow Vélo bike path. The trail is designed to provide a traffic-free slow tourism experience through the Cognac vineyard.

Antiquity, the Middle Ages, and cultural gems

4. DISCOVERING ANCIENT AND MEDIEVAL HERITAGE IN SAINTES

In the immediate vicinity, Saintes enhances the itineraries with a remarkable heritage: a Gallo-Roman amphitheatre, an ancient arch, Romanesque churches… A strong cultural stop, easy to combine.

Travel back in time in Saintes, a famous South Western town with a smooth blend of Antiquity and the Middle Ages.
Visit the Gallo-Roman arena, a fine example of the Roman Aquitaine capital’s glory days.
Feast your eyes on the Arc de Germanicus, a time portal taking you back to the French Empire.
Wander around medieval lanes to soak up their unique atmosphere.
Take time out at Saintes Cathedral, a beautiful blend of Romanesque and Gothic architecture, UNESCO World Heritage Saint Eutrope Church, a stage on the Way of St James, and Abbaye aux Dames, a Romanesque abbey and musical hotbed.

An original angle to appeal to culture and festival lovers

5. IMMERSING YOURSELF IN THE WORLD OF COMICS IN ANGOULÊME

Angoulême brings a unique artistic touch: city murals, museums, the world of the 9th art… An inspiring destination, far beyond the famous festival.

Dive into the fascinating world of comics and graphic design. One of the world’s biggest comic festivals takes place here in late January every year. It’s an unmissable showcase for fans of all ages.
Comic strips aren’t just for the festival in this town. Start with an immersive tour at the Cité Internationale de la Bande Dessinée to explore the art’s mesmerising history at the museum (themed exhibitions all year).
Hunt down comic strip murals in the streets of Angoulême on a unique scavenger hunt.
Join the locals at the many festivals throughout the year (music, French cinema, vintage car races etc.) and dive into the world of design (it’s a hotspot for the gaming industry and animation studios). TV series and films are regularly shot here. American director Wes Anderson fell in love with the Charente town and made it a star in The French Dispatch (2021).

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