MARKETING/DESIGN/CONSUMER TRENDS/INSPIRATIONS Cognac & Brandy News for Consumers & Industry Experts

“Hennessy Artistry” Is Popularizing “Cognac Mixers” Because Blending Is “What Cognac Is All About”

Born in Cognac, France in 1949, Gilles Hennessy (pictured here with Lady Hennessy, Melyssa Ford) is the seventh generation to be descended from Richard Hennessy, founder of the House of Hennessy in 1765. Exposed to the family business from a very young age (he took his first sip of cognac at the age of 14), he has always been fascinated by the heritage of Hennessy. “I was never pressured to join the family business, but I always wanted, from a very young age. I wanted to help defend the family’s heritage – one that is nearly 250 years old,” said Gilles, who is currently the vice-president of Moët Hennessy, the wines and Spirits branch of French luxury goods conglomerate LVMH (Louis Vuitton Moët Hennessy).

 Cognac used to be known as an “old man’s drink” – only meant to be sniffed and then sipped slowly from balloon glasses. However, through its hugely successful Hennessy Artistry, the brand has managed to popularise the practice of mixing cognac with mixers such as Coke, tonic water or fruit juices to create long drink cocktails.

“We are trying to encourage the art of blending your drinks, which in the end is what cognac is all about – blending a few different products together. These days, many people’s first taste of cognac would be in a mixed drink,” said Gilles, who reckoned that cognac is actually a lot more “mixable” than other brown spirits like whisky.

“Cognac is a fruit-based drink made from grapes, and hence it is more mixable and versatile than whisky which doesn’t go with anything!”

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This entry was posted on June 24, 2010 by in Cognacs, Hennessy, Labels, Mixers, Production, Sales and tagged , , , .
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