Hennessy

Jas Hennessy & Co., or more simply Hennessy, is a prominent French winery and co-leader of the prestigious luxury goods company, LVMH. Hennessy specializes in the manufacture of cognac. The company is rich in history and has served many a prominent figure. Today, the company of Jas Hennessy & Co. sells about 50 million bottles a year worldwide, or more than 40 percent of the world’s Cognac. It contains 40% alcohol.

North Korean leader Kim Jong-il is known to have a penchant for Hennessy, reportedly being their number one customer over the past ten years.

History

Beginnings and 19th century

The beginnings of Hennessy were laid when Irish aristocrat Richard Hennessy established an Eaux-de-vie trading business in Cognac, France, in 1765. The land on which the business was created was given to Hennessy as compensation for being a mercenary for King Louis XV. In 1794, the company began its deliveries of Hennessy Cognac to the newly independent United States. Hennessy later introduced Jean Fillioux as its first Master Blender in 1800. It is in 1813 that the trademark "Jas Hennessy & Co." is adopted. Hennessy grew more popular among the aristocracy, and in 1817 George IV ordered a Hennessy V.S.O.P. (an excellent pale cognac eaux-de-vie). By 1840, after the creation of the Hennessy agency in London, export sales make up for 90% of profits.

The first labels with the name of Jas Hennessy & C° and the famous 'Bras Armé' are presented in 1856. And in 1864, a bottling plant is opened and the Hennessy trademarks are registered. A system for classifying cognacs is created by Maurice Hennessy in 1865. Not until 1868 did Hennessy expand internationally, delivering that year to Japan Hennessy cognac. The X.O. appellation (which has since become a worldwide reference for cognacs), is created by Maurice Hennessy. Continuing its international relations, Hennessy delivers X.O. to Shanghai, China in 1872. By the end of the 19th century, Jas Hennessy & Co. reaches full renown prestige and becomes the world market leader of eaux-de-vie in 1890.

20th century to today

The company began international campaign in 1905 with the phrase, "Hennessy, the name which made Cognac famous." However, it is in 1930 that the company begins the use of the slogan, "The World's largest stock of eaux-de-vie." After joining Hennessy, Gerald de Geoffre de Chabrignac designs the new X.O. flacon. The company goes on to break the shipping record of 12 million bottles in 1967. Jas Hennessy & Co. took a milestone step in 1971 when it merged with the respected champagne producer Moët & Chandon. The merger gives birth to the luxury wine Moët-Hennessy group. Alone, Hennessy becomes the first cognac company to break the shipping record of 24 million bottles a year.

In a further effort to expand its name in luxury, the fine drinks company makes a final merger with the prominent french fashion house Louis Vuitton in 1987. And so Moët-Hennessy • Louis Vuitton is born, "LVMH" in simple terms, the most prominent luxury goods business in contemporary time. In 1992, in order to commemorate the 120th anniversary of the first shipment of X.O. cognac to Asia, a clipper christened "Spirit of Hennessy" is chartered by Hennessy. In the town of Cognac, the "Quais Hennessy," created by the French Architect Jean-Michel Vilmotte, is inaugurated. By 2001, Hennessy broke the record of 35 million bottles sold worldwide.

Marketing

Recent innovations include trying to broaden the appeal of the drink beyond its traditional base of older drinkers, by introducing new products such as "Pure White" and "Fine de Cognac" and marketing them accordingly.

In 2009, a limited edition bottle of Hennessy VS was released in honor of the inauguration of Barack Obama as the 44th president of the United States of America. The bottle featured a black label with gold lettering. Also, the circle seal towards the base of the neck featured a large 44, the phrase "In Honor of the 44th President" and the date of Mr. Obama's inauguration. A percentage of the proceeds made from the sales of the limited edition bottles will go towards the Thurgood Marshall College Fund.

Products

• VS
• VSOP
• XO
• Pure White
• Private Reserve
• Paradis
• Richard
• Ellipse: (only 100 bottles produced)

Hennessy in popular culture

Hennessy has made many appearances in popular culture. The brand is popular among musicians, and has been mentioned in rap lyrics, particularly from those of Tupac Shakur, Mobb Deep, E-40 and Nas and by pop artist Duncan Sheik in the song "White Limousine". The brand has also been featured in cinema.