Hennessy

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Jas Hennessy & Co.
TypeCo-leader of LVMH
IndustryWinery
GenreFrench winery
Founded1765
Founder(s)Richard Hennessy
Headquarters1, rue de la Richonne
BP 20, 16101 Cognac
France
Area servedWorldwide
Key peopleBernard Peillon, Chairman & CEO
ProductsWine (cognac)
RevenueIncrease €954.2 million (2012)
ParentLVMH
Websitewww.hennessy.com
 
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Jas Hennessy & Co.
TypeCo-leader of LVMH
IndustryWinery
GenreFrench winery
Founded1765
Founder(s)Richard Hennessy
Headquarters1, rue de la Richonne
BP 20, 16101 Cognac
France
Area servedWorldwide
Key peopleBernard Peillon, Chairman & CEO
ProductsWine (cognac)
RevenueIncrease €954.2 million (2012)
ParentLVMH
Websitewww.hennessy.com

Jas Hennessy & Co., or more simply Hennessy, is a world-leading cognac house with headquarters in Cognac, France. 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, making it the world's largest Cognac producer.

Contents

History

The Hennessy cognac distillery was founded by Irishman Richard Hennessy in 1765.[1] During the 1970s, Kilian Hennessy, a fifth generation direct descendent of Hennessy, became the CEO of Hennessy.[1] Kilian Hennessy spearheaded the company's 1971 merger with Moët et Chandon, which created Moët Hennessy.[1]

Moët Hennessy became part of Louis Vuitton in 1987, creating one of the world's largest luxury brand conglomerates, Moët-Hennessy • Louis Vuitton or LVMH.[1] Kilian Hennessy remained on the company's advisory board until his death in 2010 at the age of 103.[1]

Marketing

Maurice Hennessy on presentation of new cognac

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," "Hennessy Black"[2] and "Fine de Cognac" and marketing them accordingly.[3]

In 2009, a limited edition bottle of Hennessy VS was released in honor of the inauguration of Barack Obama as 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 President 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.

Popularity

Hennessy's popularity in the younger generation has increased in recent years, due mainly to it being referenced in numerous rap and hip-hop songs.[4] Mac Dre was the man who put a Hennessy dent in the cultural landscape among hip-hop and was an avid fan of the company and product, being included in many of his songs. Other rappers such as 2Pac, Eminem, Xzibit, Nas, Dr. Dre, Krayzie Bone, Snoop Dogg, Onyx, Wu-Tang Clan, Eazy-E, MC Ren, and Tech N9ne, have mentioned the liquor in their songs. A song titled "Hennessy" was written by Tupac discussing the liquor and referring to it as "that dark shit."[5] Nate Dogg mentions Hennessy in Eminem's song "Shake That" - "Let me tell you how I made her leave with me Conversation and Hennessy..." Kim Jong-Il was a reputed connoisseur of it and had purchased $650,000 worth of it a year, and was the largest single consumer of Hennessy Paradis cognac in the world for two years.[citation needed]

Ron Artest featured on a song with artist Reks in a song titled "Henny at half time" with Henny referring to Hennessy.

Hennessy has been cultivating its appeal among urban youth by issuing special edition bottles designed by famous graffiti artists. The 2012 edition features a label and matching Converse sneakers designed by seminal graffiti artist Futura.

Hennessy was also mentioned in the 1993 movie Schindler's List as a highly valued black market item used by Oskar Schindler (portrayed by Liam Neeson) as a way to gain favor with Nazi officials and officers.

Hennessy is also advertised in a lot of Crooks & Castles clothing lines merchandise.

Hennessy has won substantial critical acclaim. According to Proof66.com, an aggregator of critical reviews for cognacs and other liquors, two of the ten best spirits in its brandy/cognac category are Hennessy offerings.[6]

Products

A bottle of Hennessy Very Special (VS) cognac

Collectors Bottles

Collector bottleYear ReleasedDetails
Hennessy VS "No 1"2009Artists Kesh and David Burrows
Hennessy VS "44"2009Honor of 44th president
Hennessy VS "NUL"2010National Urban League
Hennessy VS "BOA"2010Blending of Art (5 different bottles with 2 designers per)
Hennessy VS "KAWS"2011New York graffiti artist KAWS design
Hennessy Fine De Cognac and Tea2011Tea House Maison de Thé Théodor
Hennessy VSOP Helios2011Gold Bottle (Named after Greek god of sun)
Hennessy VSOP "NyX"2011Platinum bottle (label glows under black light)
Hennessy XO Odyssey2007-2011Released every year since 07 (2011 bottle sits on rock formation)
Hennessy Kenzoyear?Fashion designer Kenzo (subsidiary of LVMH)
Hennessy Red Book2011Levandovka filling
Hennessy X Futura2012New York Graffiti artist Futura

External links

References