Cognac: The Right Stuff

Hennessy gets serious about India with a study-trip-cum-launch on the heritage circuit.

By Amanpreet Singh

When Busta Rhymes sang "Pass the Couvoisier", it popularised Cognac and made it an integral part of the bling-bling set. Today, America is the largest consumer of Cognac in the world and 70 per cent of the global cognac market belongs to Hennessy. After selling three million cognac cases worldwide, Hennessy unveiled Private Reserve 1865 in Udaipur. Cognac, global launch and India? "When it comes to luxury brands, it's all about confidence and India is extremely confident," says Mark Bedingham, Regional Managing Director, Moet Hennessy Asia Pacific. In the US, Hennessy was introduced through sports and music. Hennessy style cocktails made a splash in the clubs. In India, the idea is to promote Hennessy through contemporary Jazz. Hook them with the entry level Hennessy VS (Very Special), which can be mixed and then let the palate guide them to the likes of VSOP (Very Special Old Pale) and XO (Extra Old). So is the plan to popularise cognac? Popularise Hennessy and cognac will automatically follow is the mantra at Moet Hennessy.

Hennessy Cognac is made of the finest eaux-de-vie distilled in copper stills from Ugni Blanc grapes from four crus (areas) in the Cognac region. The House of Fillioux has been blending cognacs for Hennessy for over 200 years. Yann Fillioux, the master blender is the seventh generation Fillioux and has recreated the original 1865 blend to conjure up Private reserve. An eaux-de-vie (which is derived from distilling white wine) is a preserved heritage. What is created today could be used after say 50 or 100 years. "Master Blenders today say, 'My grandfather was a genius'," laughs Patrick Sauvageot, CEO Jas Hennessy. True to form, Hennessy makes the most expensive cognac, Richard Hennessy, but some of the real masterpieces are yet to be revealed. In India the cognac market is about 10,000 crates but 95 per cent of the consumers drink at home. So to savour what the genius creates, use a tulip shaped flute and not the brandy snifter (which ensures that the alcohol sears your nose) with a small amount of cognac coupled with chocolates and a cigar. Each compliments the other to enhance the experience.

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