Alize has reinvigorated cognac insofar as it as attempted to tear away the cobwebs and austerity that looms over cognac as a beverage. Alize, pronounced Ah-lee-zay, make cognac more attractive to Americans, in particular, by decreasing the price (Alize can be had for under $20) and by cutting the 80 proof liquor with tasty passion fruit. Goodbye serious old drink to be consumed by the fireplace, hello chilled cocktail to be quaffed at a club.
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