Hennessy Spices Up its Brand Image with Immersive Cognac Tasting Event

Written by: Antony Hampel

The popular cognac brand, Hennessy, launched a fully interactive, sensory tasting event last month. The aim was to change how drinkers in the UK view this type of brandy. Traditionally, cognac has always been drunk as an after dinner treat, in restaurants and domestic parlours.

hennessy immersive cognac tasting event

Image source: www.rollingout.com

It is considered, by many people, to be quite a posh tipple. It is a drink that comes out on special occasions and is shared with friends and dinner party guests. However, Hennessy wants to change all of that. Its March 23rd tasting event celebrated the diverse and rich flavours of cognac, by giving visitors a sensory tour through its various facets.

LVMH, the company that owns Hennessy, set up an infinity style hall of mirrors, with an exciting experience dedicated to each of the seven ‘notes’ found in new drink Hennessy X.O Odyssey. The event was held at its headquarters, in London, and was accompanied by an artistic short by acclaimed movie director Nicholas Winding Refn.

The drinks maker is keen to get shoppers experimenting with cognac in new and unconventional ways. According to a brand leader for Hennessy, the tipple is still thought of as just an after dinner drink. However, its intricate notes and delicate flavours make it a promising choice for things like cocktails and mixers too.

The sensory tasting event kept visitors busy for over an hour and encouraged them to sample the ‘sweet notes,’ ‘spicy edges,’ and ‘wood crunches’ found in the drink. It was dreamt up in cooperation with event management experts, Polar Black Events. Overall, ‘The Odyssey Experience,’ was a huge success, because it not only introduced cognac fans to a brand new side of the drink, it also activated Hennessy X.O Odyssey.

The aged cognac is being marketed as a brandy for people who have, in the past, shied away from the drink due to its appeal as a digestif. With the enduring popularity of cocktails and spirits among younger drinkers, it is certainly no surprise that Hennessy wants to create a hipper, fresher brand image.

Whether or not it can bring the drink and the new Hennessy X.O Odyssey firmly into the 21st century remains to be seen. The immersive sensory event was a great place to start though, because it put a smile on the faces of visitors and opened up a whole new world of possibilities for Hennessy cognac.