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By Doris C. Dumlao
Philippine Daily Inquirer
When Bernard Peillon, chair and chief executive officer of Hennessy Cognac, speaks about this premium French cognac house, he beams with pride talking about a 250-year legacy of producing top-quality liquor and having the largest and most expensive inventory of aging cognac in the planet.
He refers to a luxury beverage giant that has honed expertise across seven generations of distilling, blending and aging cognac in a way that sounds more like an art form than an industrial enterprise.
Hennessy is to date the world’s leading cognac brand and the second biggest in the vast portfolio of French luxury goods conglomerate LVMH Moët Hennessy Louis Vuitton S.A.—next only to fashion house Louis Vuitton. Being part of a global group with about 60 brands catering to the discerning market, Hennessy could only welcome rising wealth in markets outside of its storied European homebase.
And while Hennessy continues to age its vast inventory of eaux-de-vie (French for “water of life”), the brandy produced by fermentation and double distillation, some of which for a century or more, its game plan looks at a span of many generations ahead. Part of the strategy is to expand its client base not just in terms of geography but in demographics. This means attracting young adults, many of whom are in the Asia-Pacific.
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