Few brands can boast a 500-year heritage like Bénédictine D.O.M.
‘People traditionally regarded Bénédictine as a health drink, something to warm you up ,’ says Bénédictine’s marketing director Philippe Jouhaud.
It seemed only fitting that the anniversary of Bénédictine D.O.M should be celebrated at The CHIJMES (pronounced “chimes”), a restored cathedral-turned-high-end-restaurant with a history and legacy that spans more than 150 years in Singapore. The former cathedral is a national heritage site that was formerly a church known as the Convent of the Holy Infant Jesus. After all, the liqueur was first conceived in a church 500 years ago.
When the Bénédictine monk Dom Bernardo Vincelli from the Abbey of Fécamp in Normandy, France, concocted the recipe in 1510, he had gathered 27 of the best and most exotic herbs and spices to make his secret elixir. For almost three centuries, the monks continued producing it until they were interrupted by the French Revolution.
In 1863, Alexandre Le Grand, a merchant and collector of religious art, rediscovered the recipe and attempted to recreate it. After many failed attempts, he successfully made the mysterious liqueur, which he named Bénédictine D.O.M, maintaining the motto of the Bénédictine monks: Deo Optimo Maximo (God infinitely good, infinitely great).
Today, Bénédictine is considered one of the most important ingredients in the bartender’s arsenal for making cocktails, alongside stronger spirits like whisky, vodka and brandy.
Wealth of taste: Benedictine D.O.M’s brand ambassador Ludovic Miazga using lemon and hints of nutmeg to concoct a cocktail dubbed Monk Sour at the 500th anniversary celebration.
“You must understand, back in the day when Benedictine was created, it was not regarded as a pleasurable drink. It had a different purpose then. Monks were often looked upon as doctors as people sought their help to cure diseases. So, a nice balanced taste was not the priority as Bénédictine was for medicinal purposes,” explained brand ambassador Ludovic Miazga, 31, who travelled from the home of Bénédictine in north-west France, especially for the occasion.
“Today, there are many different considerations and the taste, a lot more complex. Herbs like cardamon and angelica may now be commonplace but five centuries ago, to have such spices was a real treat; it probably took a lot of effort to obtain them. At one stage, cinnamon was regarded to be more valuable than gold!”
According to Miazga, Bénédictine was traditionally taken after a meal to aid digestion or as an aperitif, with ice and soda. It evolved into a major ingredient in cocktail-making in the early 20th century, and goes well with liquors like cognac, single malt whiskys, gin and vodka.
“It has a wealth of taste – I call it a cocktail in a bottle! The most famous cocktail associated with Bénédictine is the Singapore Sling and the Vieux Carre (a classic cocktail from New Orleans),” he said.
‘Malaysia makes up 85% of the world market share for Bénédictine ,’ says Malaysian brand manager Sharon Lee.
The liqueur has the unique heritage of being the only product in the world with such a different history.
“The Americans know it as a great cocktail drink whereas in Asia, it is seen as a health tonic. It means different things to different cultures, maybe also because you have less of a cocktail culture here.
“If you look at history, even in the early 17th century, people traditionally regarded Bénédictine as a health drink, something to warm you up. It’s also interesting to note that access to good quality water was difficult in those days and people would get sick from drinking the water. So, liquor and beer in the northern part of Europe, and wine in other parts of France were the preferred safer choice of drink,” added Philippe Jouhaud, Bénédictine’s marketing director based in France.
He was introduced to the drink by a colleague some 20 years ago and was astonished by the rich complexity of flavours that greeted his tastebuds. Jouhaud, 46, was put in charge of Bénédictine in 2008 but has been working for Bacardi Cuba-Martini (the holding company for Bénédictine) for 20 years, formerly in charge of Cognac Otard.
“People like products with a heritage. As such, we want to communicate the rich history of Bénédictine, a legacy that’s built on mystery and grandeur,” he added.
In Asia, the liqueur first arrived together with the French missionaries in the early 1900s. It was said that Chinese women adopted usage of Bénédictine due to its herbal content to counter rheumatic pains in the 1930s. At that time, many of them were in jobs that required extensive contact with water, specifically the dulang washers in the tin mines in Malaysia.
According to Chinese belief, extensive contact with water produces “wind” in the body and a herbal tonic like Bénédictine was touted to improve blood and body fluid circulation, and dispel “wind”. Thus Bénédictine was duly recognised and used as a nourishing health drink throughout the years.
“Most Chinese households may lay claim to having at least one forgotten bottle at the back of the cupboard!” said Malaysian brand manager Sharon Lee, adding that it is often presented as a gift to new mothers to help them “regain vitality after giving birth” and to older folks on their birthdays.
“Malaysia makes up 85% of the world market share for Bénédictine,” she said. “There’s no real competition in the market as other liqueurs are quite different.”
Lee also added that in the past the brand had partnered with chefs and restaurants in Malaysia to come up with interesting dishes. Apart from cocktails, Bénédictine can be used in chicken soup, or in date tea, drunk with milk or fresh soya milk! Bénédictine can also be combined with chocolate mousse or ice-cream as a lovely dessert.
“I remember my first experience with Bénédictine was as a child when my mother used it to flavour crepes and much later, I learnt about the drink through the Singapore Sling,” said Miazga.
At the exclusive Bénédictine anniversary dinner held for VIP customers and media guests, he concocted a special cocktail dubbed Monk’s Sour which he concocted just for the occasion, using lemon and hints of nutmeg. Also present at the prestigious event were Aude Rocourt, Director of Asia Pacific Bacardi Cuba Global Travel Retail and managing director Andrew Carter, Bacardi Cuba Global Travel Retail Division.
“There are many great combinations but it doesn’t always work, especially with very sweet juices like orange, pineapple or Coca Cola as it’s too sweet and thick. But there’s really no right or wrong, and if you have a sweet tooth, who’s to say you shouldn’t go for it?” said Miazga in jest. For first-timers who aren’t quite used to the richness of Bénédictine, he suggested that they start slow with the cocktails first.