Everything about Hennessy totally explained
Hennessy is one of the oldest and most famous manufacturers of
cognac, a type of French distilled
wine, or
brandy. Hennessy currently sells about three million cases of cognac each year.
History
The company was born when the Irishman
Richard Hennessy, who had been a
mercenary for the French king, was compensated with land in the town of
Cognac in France in
1765 and started a trading business, initially sending liquor back to Irish friends and relatives. His son,
James Hennessy, expanded the business into the brandy production with which the town is now synonymous. The business was renamed James (or Jacques) Hennessy and Co, a name the company retains today. The company has been managed by successive generations of Hennessys (now in the eighth generation). Ownership has changed over the years, however. In
1971 Hennessy merged with
Moët et Chandon. In
1987 the drinks group then merged with fashion house
Louis Vuitton to create what is now the world's largest
luxury goods business:
LVMH.
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.
Popular Culture
Hennessy is popular amongst many hip-hop artists and is frequently mentioned in rap lyrics.
In the
James Bond film
On Her Majesty's Secret Service, Bond, rescued by a
St. Bernard in
Switzerland, curtly dismisses the dog and tells him to bring Five Star Hennessy.
Notable Consumers
North Korean leader
Kim Jong-il is known to have a penchant for Hennessy, purportedly being their number one customer over the past ten years.
Further Information
Get more info on 'Hennessy'.
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