Slogan: Hennessy. Mix accordingly.
Hennessy XO. The one and only original.
Company Hennessy was founded in 1765 and took its name from the surname of the founder, Richard Hennessy. The Irishman Richard Hennessy, who served as a mercenary in the French army during the reign of Louis XV, retired at the age of 36, according to legend, with the rank of captain and decided to take up winemaking. About the military past of the founder Hennessy still resembles the emblem - a hand with a raised halberd, transferred from the family coat of arms of the Hennessy family. In his new homeland - in France, in the province of Cognac (Cognac), Richard Hennessy opened his winery for the production of grape brandy. Experiments on mixing grape spirits and their distillation were carried out at that time at several enterprises in France. Good luck right Hennessy the arrival of Jean Philoux to the company, who was entrusted with the duty of mixing and tasting the original product, contributed in many ways, today such people are called oenologists. As several generations of the Hennessy family were at the head of the company, so several, or rather seven generations, the Philou families were responsible for the composition and quality of cognac Hennessy largely ensuring the success of the brand, its exceptional quality and stability.
Cognac produced by the new enterprise was highly appreciated at the court of Louis XVI, and after the aristocracy of France and England. The exceptional popularity of cognac made it possible to establish a wide trading network and deliveries, first to the UK, then to the USA and around the world. In 1813 the company was officially registered Jas Henessy & Co, at the head of the company by that time was the son of Richard James (Jas) Hennessy (Jas Hennessy).
|Image from the official site|
In 1865, “asterisks” appeared on the bottle of cognac for the first time to indicate the age of the spirits used, the idea invented by Maurice Hennessy is now common to all cognacs, not only to Hennessy. At the same time, brandy began to be produced in bottles, and not in barrels, as was customary before, and the famous shape of the bottle in the form of a bunch of grapes was later invented. Also exactly in Hennessy appeared, and then became a common abbreviation for the wine business VSOP (Very Superior Old Pale).
One of the reasons for the popularity of cognac Hennessy is that manufacturers from the very beginning tried to associate the name Hennessy with the names of socialites, cognac was drunk at the courts of kings throughout Europe, not a single social event could do without this brand. At the beginning of the 20th century, active advertising of cognac generates even greater popularity, the brand invented a little earlier Hennessy XO (from extra old - very old) becomes a symbol of social life, belonging to the "cream of society". And today marketers are at home Hennessy believe that their cognac should remind of power, luxury and wealth, many public actions of the company are aimed at building such an associative array. Like, for example, the release of a limited batch of cognac dedicated to the inauguration of Barack Obama, who became the 44th President of the United States. The campaign was held under the slogan "44 limited edition - unlimited potential" - "44 - limited edition - unlimited potential", 180,000 bottles were produced, the approximate price of one bottle is $ 30. The design of the party is designed in black, whether such a design is connected with the skin color of the new president and what politically correct Americans think about it remained unclear, it is also unknown whether Obama loves Hennessy, and whether he drinks cognac at all. Probably the manufacturers Hennessy could not ignore the fact that a black candidate was elected to the presidential post, because cognac Hennessy has become very popular in recent decades among the black population of America, most likely because Tupac Shakur mentions him several times in his songs. A recognized lover of Hennessy is another major politician, the notorious leader of North Korea - Kim Jong Il, who is the largest buyer of this drink in the world, his purchases amount to hundreds of bottles a year, despite the fact that a bottle Hennessy in North Korea costs about 600 dollars.
In 1971, the company ceased to be a purely family business and became part of the famous house of sparkling wines Moet & Chandon, and in 1987 into the holding Louis Vuitton Moet Hennessy (LVMH). The most famous brands of cognac produced on the basis of an old collection of aged cognac spirits: VS, VSOP, XO, Library, Paradis, Hennessy Richard, which is called the "king of cognacs", Hennessy Timeless, Hennessy Ellipse. Today stamp Hennessy broke the world record for the production of cognac - 40 million bottles per year.