Tastemakers Interview: Shawn Soole on the new Proof & Practice Intermediate Cognac Course
November 15, 2025
Shawn Soole is an Aussie-born, Canada-based hospitality professional with more than 25 years of experience behind bars, in boardrooms, and on stages speaking about what drives the industry forward. He runs Soole Hospitality Concepts, hosts the Post Shift Podcast, and is one of only three BNIC-certified Cognac Educators in Canada — and one of roughly 80 worldwide.
Drawn to underdog spirits, Shawn has long championed categories like amari, mezcal, and fruit-based distillates. Cognac became a particular obsession; in his view, fruit spirits shouldn’t taste as magical as they do, yet they consistently defy expectation. Through his platforms Proof & Practice and Cognac Hunter, Shawn’s mission is clear: to make Cognac cool again. He aims to show bartenders and drinkers alike that this spirit isn’t dusty or distant, but one of the most expressive, dynamic, and adaptable bottles behind any bar today.
We recently sat down with Shawn to talk about his newly launched Intermediate Cognac Course, who it’s for, and what myths he’s trying to dispel.
Let’s start with the basics — what’s the difference between brandy and cognac? Why did you decide to focus on cognac specifically vs. the whole category?
It’s like the old adage we use for so many spirits; all Cognac is brandy, but not all brandy is Cognac. Brandy can come from anywhere, but Cognac only comes from one small region in France, made with specific grapes grown very particularly, fermented with very specific yeasts, distilled and aged for longer than anything else. I honestly love the whole category of fruit spirits because I still feel like they are misunderstood by the general consumer to bartender.
What sparked the idea to create an intermediate Cognac certification course? What gap did you see in existing spirits education?
Due to Cognac’s mystique, it’s really tough to get a ton of information combined into a course especially when a lot of the bigger houses control the narratives behind the spirit. When you start getting into WSET and CSS courses, it is still sort of gleaned over, dropping the rules and then moving on. I wanted something that reflected courses from EWA but applied to Cognac as a spirit. The Intermediate is a WSET2 style just for the spirit and then the Advanced coming next year will be leaning closer to WSET3 style.
Do you think Cognac is misunderstood in North America? What are the biggest myths you try to dispel?
100%. I think most markets have relegated Cognac to an old person, must be XO, must be served in a snifter bullshit. Even the big houses have tried to get away from this but that’s after decades of that message. I hope that my work opens people to buying something else when they go to the liquor store or a restaurant and try something outside the norm.
Who is the Cognac Course designed for?
It’s for the curious — bartenders, sommeliers, and spirits lovers who want to understand the why behind the bottle. You don’t need to be a Cognac geek; you just need to be hungry to learn.
Without giving too much away, can you share one or two topics or tasting exercises that really surprise people?
I love doing single cru tastings within the same age, or showcasing smaller houses blind and slide a big house in there to show the distinct differences in Cru, age and how additives change the final product.
How do you approach teaching Cognac in a way that connects with a modern palate and today’s cocktail culture?
I think I am in a great spot to show people what Cognac has to offer. I have nothing against the big houses but when four houses control 75 to 85 per cent of all Cognac sales in the world, most people have never even tried small, family run Cognacs to give them and their palate doesn’t actually know what Cognac can taste like.
If you could sum up what you want people to take away from this course in one sentence, what would it be?
A surprisingly deep and eye opening grasp of what Cognac really is.
What’s your personal go-to Cognac cocktail?
I do love a good sidecar but really enjoy a Horse’s Neck in summer, beautiful and simple highball. It’s entry level for most drinkers.
Buy anything outside of the Big Four (Hennessy, Courvoisier, Martell & Remy Martin), all really great Cognac houses in their own right but there is 240+ houses in Cognac that can be explored. Also if you find single cru expressions outside of Grande and Petite Champagne crus, get those.
If you’re interested in learning more, check out Shawn’s Intermediate Cognac Course below! Use promo code “FLAVOURREPORT” for $50-off for a limited time!
