Laballe

The centenary brand Laballe partnered with Mito to transform its brand and product approach—both its Armagnac and wine ranges—with the overarching goal of innovating by highlighting the unique personality of each drink.

Armagnac Vital: The very first Armagnacs were conceived by alchemists as medicinal elixirs. When blended or macerated with healing herbs and fruits, they were said to cure countless ailments and even “bring the dead back to life.” Known as the “water of life,” this classic spirit originated in late medieval France’s Armagnac region. The earliest record dates to 1310, when Master Vital Dufour, Prior of Eauze, extolled in Latin the “40 virtues” of this Aygue Ardente. A clear brandy made purely from grapes and never aged in casks, it was described as a “pure juice”—a drink that, he claimed, “sharpens the mind” when used responsibly, “stills the tears,” and “lets the tongue loose and gives courage to the timid.” Long considered a remedy, it was for many years sold by apothecaries.