What Hennessy can teach us about building a brand

This summer, for our family holiday, I swapped the office for the rolling vineyards of the Charente region in South West France, the birthplace of Cognac.

It’s a beautiful, rural part of the world where everything moves a little slower, but with a sharp eye for tradition and provenance. 

Here, Cognac isn’t just a drink; it’s a way of life, protected by an AOC (Appellation d’Origine Contrôlée), a certification that guarantees the product is grown, distilled, and aged in this very region, following strict rules that preserve its authenticity.

On a visit to the city of Cognac itself, we passed the grand names you’d expect: Otard, Camus, Rémy Martin, Martell… and of course, arguably, the most famous of them all, Hennessy.

The global luxury brand

Hennessy sits under the umbrella of LVMH (Louis Vuitton Moët Hennessy), a global luxury powerhouse that owns 75 of the world’s most prestigious brands, from Christian Dior and Tiffany & Co. to Fendi and Celine. With that kind of heritage, expectations are naturally high.

So, we booked a tour. And from the moment we stepped inside, it was clear: Hennessy doesn’t just make Cognac, they craft an experience.

Branding is everything

The welcome alone was something else. Think sleek airport lounge meets high-end gallery: airy spaces, immaculate design, and staff dressed in box-fresh white trainers and crisp navy tailoring. Even the refreshments on offer (Cognac-infused ice cream and cocktails, anyone?) pulled you deeper into the brand story.

The history of Hennessy

Our guide took us through the history and journey of Hennessy, starting with a cinematic AV presentation that wrapped around the room, before leading us into the world of craftsmanship: cooperage, distilling, and blending the precious eau de vie. 

Then came the VR, an immersive piece of art, Mobilis, bringing to life the whimsical sketches of founder Richard Hennessy from his 1765 sketch books, by artists Olivier Kuntzel and Florence Deygas, commissioned by LVMH. It swept us (virtually) down the Charente River, through barrels that came alive, and onto ships bound for faraway destinations. It was pure theatre and a very unique brand experience. I loved it! 

Image source: https://theluxereview.com/2024/04/13/hennessy-cognac-vr-experience/

Hennessy’s legacy

The tour then continued with crossing the river by branded boat to the famous Hennessy cellars, which was another moment to savour, quite literally. 

As soon as we stepped inside, the air was thick with the rich scent of ageing Cognac, known as “the angels’ share” (the part that naturally evaporates over time). Among the rows of barrels, some dating back to the 17th century, you couldn’t help but feel the weight of history.

Tasting time!

And of course, then there was the tasting. Two varieties of Hennessy, neat and in cocktails, guided by experts who shared tips with the perfect balance of authority and warmth. 

Finally, we were led, never pushed, into the boutique, where the storytelling continued among bottles of every size and prestige.

What can brands learn from Hennessy?

That every detail matters.

From the first impression to the last goodbye, Hennessy had thought about every touchpoint in the customer journey. 

The design, the storytelling, the sensory wow moments - all consistent, all aligned, all unforgettable. 

It wasn’t about a hard sell. It was about connection.

And that’s the real takeaway: building a brand is about Return on Emotion. 

If you can make your audience feel something memorable, positive, and lasting, then you’ve already won.

Header image source: https://www.hennessy.com/en-int/experiences/hennessy-immersive-initiation