FIVE CONTINENTS 120 COUNTRIES CONTENTS

HENNESSY WORLD p03 Call of the Horizon p05 e “Hennessy Cognac Road” p11 New rituals for new generations p15

ADVENTURES IN AMERICA p23 Focus: e Hermione, e winds of history: A star-studded success story, Key events

FRANCO-RUSSIAN NOTEBOOKS: A meeting of minds p37 Focus: e Hennessy Foundation, Two centuries of adventures in Russia, Key events

HENNESSY IN CHINA: The legend of the ages p49 Focus: e Cognac Road, Key events

“HENNY”: An African saga p61 Focus: Boundless energy

HENNESSY Five Continents 120 Countries p01 THE HENNESSY WORLD We are not the “bearers” but rather the “vectors” of a culture and of a certain way of seeing the world. What makes us different is a global vision since our very earliest days.”

Bernard Peillon, Hennessy 2015

HENNESSY Five Continents 120 Countries p03 Call of the Horizon

ould Richard Hennessy tionally free-thinking, internation- Silk Road, there is a Hennessy and his eldest son James ally oriented men: people “on the Cognac Road that tells its extraor- possibly have imagined move”, driven by a desire to see dinary tale: it is the same route Cat the end of the eighteenth more and discover new horizons. taken in 1992 by the ship Spirit of century that, one day, their In 1902, James Hennessy, a Hennessy to celebrate the 120th cognac would have travelled the 5th-generation Hennessy, made anniversary of the first shipment world over, ignoring borders and a Grand Tour from India to of Hennessy X.O to Asia. challenging traditions? Perhaps, Australia… And just as there is a yes. When you belong to a “clan” with its roots in Ireland, a family boasting more than its share of sailors, you have the love of travel in your blood. It is no accident that the Irish who came to settle in France under Louis XV were known as the “Wild Geese”… Nor should it surprise us that Richard, who founded the Maison in 1765, gave rise to a dynasty of excep- HENNESSY Five Continents 120 Countries p05 Hennessy Advertisement Hennessy Advertisement Futura

them. Far from wanting to impose French savoir-faire, networking Honouring a tradition that goes The street art icon Futura, one of Cosmopolitan, Urban, themselves, they dreamed of before the concept even existed, A player on a world back eight generations to the the most recent to collaborate Modern melting in, adapting to local the drive to innovate, an openness stage eighteenth century, music-lovers with the brand, best expresses the habits and consumer practices, to others, a respect for legacy and in the Hennessy family have bond between Hennessy and the At the dawn of the nineteenth hoping that each country would transmission: this was the winning The fusional relationship between followed an eclectic variety of artists it works with when he says century, the world had become adopt Hennessy cognac as its formula for this larger-than-life Hennessy and urban cultures and avant-garde musicians and artists that all his life he has refused to their “playground”. Radiating out own. Above and beyond any spirit saga. It is also how Hennessy its long-standing commitment to of all inspirations, from classical take anything for granted and has from a tiny point on the map of of conquest, there was the desire became a “chameleon brand”, music is one of the prime reasons to jazz, and supported innovation constantly tried to reinvent and France, in Cognac, the Hennessys to please and to keep the brand popular with people ranging from for its pre-eminence in the world in the world of art and design, challenge himself. And when he travelled the world spreading centre stage, “never settling”. The tsars and mandarins to new today. Hennessy’s commitment often in their most contemporary looks at the history of Hennessy, their label’s reputation. They were results of this approach can be generations of Russians and to promoting excellence in the forms. Hennessy understands he has “the impression that it’s there when maritime routes were seen today: Hennessy is firmly Chinese, from the streets of New music world reflects the true naturally how to “speak to” Gen- the same for them”. opened, and when the Suez and rooted in more than 120 countries York to those of Johannesburg. soul of Hennessy, better than eration Y, the Millennials so at Panama canals were dug, and is still growing, in a constantly Applauded by trend-setters, words could ever do. In more ease in the ešervescence of expanding their networks from changing world. referenced by rappers, discov- than 40 countries, Hennessy modern urban cultures. Asia to Latin America. On the way, ered by Millennials and followed private concerts and perfor- they collected many “firsts” in the on social networks that are mances, featuring world-class world of fine spirits, from the cosmopolitan, urban, modern. talent from living legends to the United States to China and Russia. A 360° perspective on the world. stars of tomorrow, illustrate the Yet as they set out to conquer the unique way in which the Maison is world, they had no warlike ambi- an active player in contemporary tions, despite the arm and the axe culture, creating universal and they had borrowed as an emblem undying bonds. from their family crest. They dreamed only of creating beauti- ful things and letting the rest of the world discover and enjoy

HENNESSY HENNESSY Five Continents Five Continents 120 Countries 120 Countries p06 p07 Perpetual motion

“Cognac travelled abroad thanks travelling the world in the brand’s Maison has become almost a to a river and traders and good name. They take their passion for natural part of the landscape, a strategies, as well as ships taking this terroir to the four corners of representative of a certain French Bog ota to the seas,” as the Maison’s man- the globe, telling of its art de art de vivre that was adopted agement puts it. “But the success vivre, its traditions, and even by and has adapted to so many of Hennessy lies in its mastery of some of its secrets. They are the other cultures. Like its eaux-de-vie, its distribution networks, and in living memory of a dynasty in carefully blended with each men willing to go where they were perpetual motion for the last 250 other, the men and women of needed to see that everything ran years. They convey the legacy of the Hennessy story have been smoothly.” creativity that has been transmit- brought together to form a And indeed, what would ted to the world by eight genera- perfect whole. There is a sense of Hennessy be without them, the tions of the same family, a legacy “hybridisation” and a respect for men and women of all nationali- that fascinates Americans and multiculturalism, deeply rooted ties and cultures who have made Russians alike, the Chinese like in the family history. the brand a world leader, starting the populations of many English- with the great agents who speaking countries in Africa. continue today to shape its On the map of the “world accord- history: Twiss & Browning in ing to Hennessy” there are several England and South Africa; Trum- centres of gravity where the bull, Blackburn and Schieˆelin in the United States; Rondon in China; Boustead in Malaysia, and many more. They are supported by the Hennessy Ambassadors: either members of the family or natives of the Cognac region,

HENNESSY HENNESSY Five Continents Five Continents 120 Countries 120 Countries p08 p09 e “ Hennessy Cognac Road ”

1765: Richard Hennessy creates the Hennessy trading company. 1794: Hennessy cognac arrives in America (New York). 1817: The Prince of Wales, future King George IV of England, orders an “Excellente eau-de-vie vieille de couleur pâle”, which will become V.S.O.P (very superior old pale). 1818: The Dowager Empress of Russia, Maria Feodorovna, places a special order for her son, Tsar Alexander I. 1819: First shipments to India (Calcutta). 1855: First shipments to Australia (Melbourne). 1859: First shipments to China, Peru. 1860: First shipments to Cuba, Uruguay, Chile. 1863: First shipments to Panama, New Zealand. 1866: First shipments to South Africa, Mauritius, Hong Kong. 1866: First shipments to Singapore, Japan, Argentina. 1867: First shipments to Malaysia. 1870: First shipments to Brazil. 1871: First shipments to Nicaragua, Burma, Puerto Rico. 1878: First shipments to Indonesia.

... 2015: Hennessy, the undisputed cognac leader, present in more than

120 countries HENNESSY Five Continents 120 Countries p11 Hennessy advertisement in Columbia Hennessy advertisement in Mexico Hennessy advertisement in China Celebration of 120th anniversary of the first shipment to China

To the south, there remain today shipped as early as the 18th In a surprisingly short time, Hennessy demonstrated its How the West was won vivid traces of a long history with century: in Trinidad and Barba- In the footsteps of Hennessy had become the brand pioneering attitude yet again, Mexico that began in the 1890s. dos, where musical events organ- everyone was talking about, from blazing new trails and taking Were Hennessy to create a world Marco Polo Thirty years later, in the Twenties, ised by Hennessy are attended by India to Vietnam — which had the spirit of Hennessy to new map, its centre would be France, the Mexicans had come to believe 10% of the population, but also in Since the opening of the Suez become a key market for the horizons, innovating as ever at where it all started: the anchor that “Brazo Armado” — the signa- the Bahamas, Puerto Rico, and Canal in the mid-nineteenth Maison — by way of Cambodia, every step. point from which the name ture Hennessy “arm and axe” that the Dominican Republic. century, China had been no more Taiwan, Singapore, and Macao. reaches to the far corners of the was frequently seen in the bull than a month away from the great Very soon to follow were the globe. First to Ireland, of course, rings — was actually a local label. southern French port of Marseille. Philippines and Burma, where where the founder Richard This history is still palpable in the It was there that steamships Hennessy was born, and where relationship Hispanics maintain departed for Aden, Pondicherry, “Hennessy” has almost become a with the brand in the United Singapore, Hong Kong, Shanghai, generic name for cognac… Then States, in South America, and, and Tokyo: the “Cognac Road” to England which, for decades, most significantly, in the Carib- followed the route of Marco Polo. was Hennessy’s hub. Just twelve bean, where Hennessy was being Hennessy arrived in China in 1859 years after the company was and in Japan in 1866. There, the founded in 1765, its cognac had Jardines company structured the reached the French colonies in market, first out of Yokohama and America, before setting oŠ again later, Tokyo. The universal exhibi- to conquer the new-born United tions of the nineteenth century States, soon after. Of course, it enabled the world to discover the has never left America since, extreme sophistication of the establishing itself increasingly Oriental way of living and, in the firmly in African American music early twentieth century, the and urban communities, and Hennessy family ordered an entire extending its reach into Canada. service of Japanese porcelain for the Château de Bagnolet, one of the family residences.

HENNESSY HENNESSY Five Continents Five Continents 120 Countries 120 Countries p12 p13 NEW RITUALS FOR NEW GENERATIONS One of the things I love about Hennessy is that it allows you to create many layers of flavour, and never fails to surprise

Ugo Jobin, Mixologist

HENNESSY Five Continents 120 Countries p15 Urban & Trendy

ith a collection of It is also a population where cognacs rich in consumer habits change by the personality and a day, with new rituals springing up W360° perspective on the twenty- to suit new tastes. first century world, Hennessy is now looking to win over a younger, modern generation. This is a trendy urban population that knows no social or national HENNESSY borders, and that follows fast- Five Continents moving Hennessy news daily over 120 Countries their favourite social networks. p17 Americans are traditionally lovers In Russia, the in thing is virtuoso Classivm is the Hennessy cognac In South Africa, Nigeria, Ghana, Modern mix of cocktails: tailor-made for the barmen and new rituals such as Worldwide rituals developed for Chinese Millennials. Kenya, and Tanzania, people simply United States and appreciated the “bottle service”, where you This youthful cognac with its enjoy cradling a snifter of V.S, Invented in the seventeenth Hennessy is the “brand that never even by those who have never prepare your own mixed drink. modern design, first launched in V.S.O.P, or X.O and revelling in the century to travel in the best sleeps”, just like the Americans tasted a Hennessy cognac in 2011, is ideal for mixing. It fills the smoothness that so perfectly storage conditions available at who love night clubs and take their lives, Hennessy Black in its Mixology is also becoming a air with fresh scents of pear and expresses the quintessence of the the time, cognac was, from the selfies in New York and Los Ange- opaque black bottle o’ers an phenomenon for Generation Y green apple, underscored by hints Hennessy spirit. In 2010, Hennessy outset, intended to be cut with les, brandishing their Pininfarina- unexpected blend of aromas Millennials in China. of vanilla and caramel that come celebrated Nigerian Independ- water. Back then, it arrived on designed bottle of Hennessy like a both sweet and intense — jasmine, from being aged in oak barrels. ence with a special limited edition ships in the form of brandy with a sceptre! Or the Russians that go citrus, and honey — that make it of V.S. high alcohol content… from one “Be Very Special” event ideal for mixing with a wide to another, up to 200 live perfor- variety of products. Because it is also a product made mances a year. from fruit (grapes), it is by nature highly mixable. This has given us today’s mixed drinks, shaken in the masterful hands of modern mixologists who combine V.S or V.S.O.P with ginger, citrus, cran- berry, coconut, apple juice, pine- apple, soda, tea, and even horchata, the traditional Mexican milk-based beverage. Cocktails like this are as popular with women as with men.

HENNESSY HENNESSY Five Continents Five Continents 120 Countries 120 Countries p18 p19 Collectors’ items

Collectors, art lovers, and world- famous celebrities vie for the limited editions commissioned by Hennessy since the mid- noughties from contemporary artists, top-flight designers, and pop icons, who feel a strong kinship with the world of Hennessy. Designs have been by Os Gemeos, Futura, Pininfarina, Tom Dixon, Shepard Fairey, Peter Saville, Olga Berluti, Arik Levy…

Arik LevyT omD ixon Olga Berlutti Futura Os Gemeos Shepard Fairey

HENNESSY Five Continents 120 Countries p21 ADVENTURES IN AMERICA

HENNESSY Five Continents 120 Countries p23 Self-Made Man

hen America He also took an interest in the proclaimed its brandy trade, with so many of his independence on compatriots having become fans 4W July 1776, Richard Hennessy of the new spirit. was 52. The path of this self-made He met Richard Hennessy in man, who was born into a family Bordeaux, where the English- of minor Irish nobility and had speaking community that had created his own company in 1765, fled England and Ireland had was about to cross that of one of gathered, and, in 1795, he became the Americans who preserved for one of the first importers of posterity the history of his coun- Hennessy cognac. This is the try: the painter John Trumbull, Trumbull who gave us the famous aide-de-camp to General Wash- painting reproduced on the back ington. The young Harvard gradu- of the two-dollar bill: the founding ate had come to study painting in fathers signing the Declaration of HENNESSY England and then in France, Independence, which now hangs Five Continents where he was counselled by the in the Capitol in Washington. 120 Countries enlightened Thomas Je‰erson. p25 Letter from Richard Hennessy to John Saule Reconstruction of the Hermione General La Fayette

He even came close to emigrating As their letters tell us, these with elite regiments of French alliance with the United States, a e winds of freedom there when his family was deci- former military men were eager to Towards the New soldiers; and to a man, George Treaty of Amity and Commerce mated by the tragic death of his follow from afar the American Washington, who became his was signed, opening the route to Richard Hennessy, a proud Irish- World wife and his two youngest sons in War of Independence that so friend and the first President of the “New World” for Hennessy man by birth and by tempera- a matter of months. riveted their contemporaries. Richard Hennessy and the future the United States. Today, La cognac, despite the danger and ment, came as a very young man But his destiny lay in France, more General La Fayette had much in Fayette is one of only six non- uncertainty inherent in the to enlist in the army of the King of specifically in Cognac, where the common. La Fayette had lost his Americans to have been made an on-going war. France to fight the English. It is no Hennessy dynasty was to take father at an early age in the “honorary citizen of the United Ships like the Hermione, one of surprise that he was fascinated by root and flourish. Like the young Anglo-French war, in 1759. Both States”, in 2002, alongside the finest frigates of its time, the incredible adventure that so Gilbert de Motier, Marquis de La were aristocrats intent on follow- Churchill and Mother Theresa. destined to play such an impor- profoundly marked the end of the Fayette — who had given his all to ing in their ancestors’ footsteps. tant role in this Franco-American eighteenth century: the birth of push France into giving military Each had inherited a set of values In Bordeaux, La Fayette found adventure, were constantly in the United States. support to George Washington — he was determined to pass on: for his strongest support in the danger of being seized by the Richard and his partner John Richard, to his family, through the community of Freemasons, which British. Saule were driven by a longing for Maison he would fight to create; included most of the British, who freedom and a spirit of conquest. and for La Fayette, to his new were traders and shippers in country, where he dreamed of Bordeaux and La Rochelle. taking the ideals of the European Powerful bonds linked France and Age of Enlightenment and the America, and on 6 February 1778, precepts of Voltaire and Montes- parallel to an historic military quieu. At the age of 18, he was driven by one thought: “Why not?” That could also have been Richard’s motto. La Fayette’s story is inextricably linked to a ship, the Hermione, which brought him to the New World

HENNESSY HENNESSY Five Continents Five Continents 120 Countries 120 Countries p26 p27 From New York to Los Angeles

And so it was that, from their American territory. It followed the which was destroying almost all beginnings in this little corner of railway and the routes that were the grape vines in France. Then France, in Cognac, eight genera- opening up with the invention of there was William Schieelin who, tions of Hennessys made their steamboats, the creation of the in the Twenties, somehow man- way across America, progressing Panama Canal, and the winning of aged to continue selling Hennessy from east to west, embodying the the West, which, in turn, gave rise cognac in his drugstores, despite pioneering spirit that had always to the myth of California. Jacques Prohibition, by touting the medici- inspired them. Never stopping Hennessy was star-struck, and nal virtues of cognac and selling it dreaming, creating and moving wrote letters home describing in little flasks. Edward Hopper forward. Constantly pushing back for his clan his 1870 trip from immortalised that particular prac- frontiers… Theirs is also a story of Miami to the Far West. In the tice in 1927 in his painting of a encounters and partnerships with United States, Hennessy was pharmacy with its window shining exceptional men, the great agents about to write some of the finest in the night… who organised the market around pages of a remarkable success them, from Blackburn in the nine- story, in which seemingly minor teenth century to Schieelin in events have left their mark on the twentieth. Powerful networks history, with a capital “H”. built on trust, a sincere interest First there was Maurice Hennessy in other cultures, a spirit of who, in the 1890s, joined with conquest, and a desire to share French scientists seeking solutions the American dream that was in America to help the region save only just beginning to take shape. its vineyards from phylloxera, Port after port, from Boston to New York, from Philadelphia to San Francisco and Los Angeles, Hennessy cognac was gradually gaining a foothold throughout the

HENNESSY Five Continents 120 Countries p29 New conquests

The Thirties were ushered in to in Alabama; William Schie‘elin Barack Obama and Herb Douglas the big band sound that had served on and eventually chaired met in 2012 at a fund-raising guests swinging on board the its board. Many of its faculty and event in Denver. Douglas also met Queen Mary I, where the “beauti- sta‘ made significant contribu- Nelson Mandela, in 1999, when ful people” of the time discovered tions to agriculture and rural life. Mandela was awarded the Jesse the golden age of the transatlan- During World War II, the school Owens Global Award for Peace, tic steamer. Hennessy X.O was served as the training ground for which Herb had helped to create. served at the gala dinner that the famed Tuskegee Airmen. It was his way of expressing his opened its maiden voyage, on 24 gratitude to the man who had August 1936. The man who most perfectly won four Olympic medals at the embodied this new state of mind, Berlin Games in 1936, whose It was inevitable for a sense of fully endorsed by Hennessy, was young protégé he had become at empathy and mutual understand- Herbert Douglas. Hired in 1963 the age of 14. When he visited ing to blossom with the United by William J. Schie‘elin III on Cognac last year, Herb Douglas States that came out of the Roar- the recommendation of Maurice looked back on his remarkable ing Twenties and the dawn of jazz. Hennessy, he became the third career. His proudest achieve- A real “philosophy” that helped African American to be appointed ment? To have become such an Hennessy to forge powerful ties vice president of an international intimate part of the Hennessy with a most eclectic range of company based in the United family history some 27 years communities, aided by the States, in 1968. The 1948 Olympic after his retirement. And to have passion for music that the long-jump medallist defied all seen three African American vice Lily Pons Hennessys had cultivated since obstacles to take his place among presidents follow him at Schie‘e- the eighteenth century, perfectly the leaders of American business. lin & Co, later to become in sync with the musical dynasties As a pioneer in a rapidly-changing Hennessy U.S.A. that were being created in an world, he became Hennessy’s amazing melting pot of jazz, strongest ally in its development blues, hip hop, and rap. of an African American market. The 92-year-old icon now confides A new saga was beginning, with with a smile that this incredible new conquests on the horizon: adventure, which lasted for 30 that of generations of African years, had been his “most success- Americans with whom Hennessy ful transfer!”. forged ties in the Roaring Twen- In every state in the Union, ties. At their side, the Schie‘elin regardless of race or class, family became deeply committed everyone — including the most and undertook a long series of upscale trend-setter — has at sponsorship operations aimed at some time been inspired by the shaping an elite generation of Schie‘elin/Hennessy partnership. African American business lead- ers. One such project was the Tuskegee Institute. Founded in 1881, the university is the second oldest historically black college

HENNESSY Queen Mary Five Continents 120 Countries p31 DJ D-Nice DJ Cassidy, Nas, Miss Info Nas

Like Hennessy, they are multi - Hip hop was about to transfix an There is another “art of blending” forever remaining one step ahead Hip hop energy cultural, cosmopolitan, urban, entire generation with a new e global art of — the secret of Henness y of innovation and fashion. Many modern. They all share in the spirit world vision, a kind of bubbling cognacs — a little akin to “sam- are those who feel kinship with And that is how Hennessy won blending of Hennessy and many have even energy that matches Hennessy’s pling”: mixing souls and sounds the multi-faceted “chameleon” over an entire population of written about the brand in numer- values, the first of which is what When Nas came to Cognac in that come from the four corners brand that adapts to every African Americans, who literally ous songs. Later would come the today we might call “pushing the 2012 and was entertained in the of the planet in the form of jazz, lifestyle. adopted the brand and took it Latinos, wanting to adopt as envelope”. This involves using all family home of Bagnolet, he soul, hip hop, and R&B. with them into new artistic theirs the codes and values of a the resources at one’s disposal to couldn’t believe his eyes. There It is a history of musical dynasties This is why in 2015, the Hennessy territories. That is why “Henny” brand that also has a long history creatively give voice to the stories really was a city named Cognac. — another story of legacies and story is such a part of the United ultimately became the label for in Mexico and the Caribbean. and experiences of those under- Hennessy really was a family heritage — a story to thrill the States’ 239-year history. It is why hip hop musicians and rap stars in They were joined much later by represented in American main- name. And the “Henny” he’d been soul of those dedicated to their Maurice Hennessy — an eighth - the United States. Asian Americans, familiar with the stream arts and media. Particular talking about in his lyrics for the passion. Yann Fillioux echoes the generation Hennessy and current long history of Hennessy in Asia. sources of inspiration are dance last twenty years was born right feeling: “If you don’t aim for your Ambassador of the Maison — and street art, omnipresent today here, in these vineyards and wine dream, you’re o“ on the wrong arrives in the United States to in the urban landscape and finally cellars he was walking through… foot. You have to set the bar high rock-star treatment and is even recognised as an artistic medium He was almost intimidated at the enough to do exceptional things”. asked for autographs. He embod- in its own right. thought of the centuries collected ies the saga he relates with such in the form of eaux-de-vie matur- Since its creation, Hennessy has passion to Americans eager to ing in the oak barrels. He saw how been exploring the world and learn a story that has become a they were distilled. He tasted has always encouraged contem- part of their own heritage. them. And he mixed them to porary collaborations, adept at create his own blend, under the mixing the codes of its time and attentive eye of Yann Fillioux, Hennessy Master Blender and Taster, who crafts cognacs containing up to one hundred di“erent eaux-de-vie of di“erent ages, like a conductor synchronis- ing the many instruments in an HENNESSY HENNESSY Five Continents orchestra. Five Continents 120 Countries 120 Countries p32 p33 under the command of George e Hermione, the Washington, and France, under the A star-studded success story… winds of history command of Count de Rocham- Key events beau. The Hennessy archives 1765: Richard Hennessy founds the Maison that still bears his name today. On 27 April 1780, en route to contain remnants of the saga, in America, the young Marquis de La the form of letters between Richard 1776: The first shipment of Hennessy cognacs to the French colonies in America. Fayette, all of 21 at the time, wrote and his partner John Saule. 1794: First large shipments to Charleston and New York, and eventually Boston, where the to George Washington: “I have trader Samuel Soley will take on increasing importance. come from France on board a On 27 April 1780, the Hermione frigate that the King gave me for 1795-1797: John Trumbull, who painted the signing of the Declaration of Independence, which dropped anchor in Marbleheath, now hangs in the Capitol in Washington, becomes one of the first importers of Hennessy. my voyage”*. He had come to near Boston, where its captain was announce to the American rebels to entertain the city notables and 1845: Edward Blackburn, Hennessy’s agent in New York, has a monopoly in the North American market. that the French army would soon fire 13 cannons to salute General land on American soil to help win Washington, before joining the rest 1871: First shipment of X.O to the United States. their freedom, directly mandated of the French fleet in Newport, by Louis XVI. His mission had been 1887: With the help of French scientists, Maurice Hennessy begins to import grape vines from where the French expeditionary the United States to fight the phylloxera that has, for a number of years, been ravaging French classified as a “defence secret”. force was welcomed with wild vineyards. cheering. The American campaign 1893: Hennessy participates in the Universal Exhibition in Chicago. The three-masted frigate built in lasted the entire year of 1781: Rochefort in 1779 was one of the Phillipsburg, New York, Philadel- 1920: To circumvent Prohibition, which is the law of the entire land, Hennessy agent William jewels of the sea at the time. Meas- phia, Chesapeake and, finally, the SchieŽelin, a new partner of Maurice Hennessy in the United States, decides to sell Hennessy cognac under the guise of its therapeutic virtues, in flasks distributed by his network of uring 44.27 metres and built in a siege of Yorktown, on 17 October, pharmacies. short six months, it was quick and where the surrender was immortal- agile. On board were 300 persons, ised in another famous painting 1933: At the end of Prohibition, in September 1933, Hennessy is the first cognac to return including La Fayette and his by John Trumbull. The Hermione o”cially to the American market. attendants. The Hermione’s Ameri- returned to France in 1782. The Thirties: “The brandy that made Cognac famous”: Hennessy has become an international can adventure, which fired the Today there is a memorial com- label. An American advertising campaign shows the cosmopolitan “capitals” where it has won a imagination of the Irishman Rich- memorating the great outpouring loyal following: London, Paris, Monte Carlo, Rio, Shanghai… The brand begins to directly target ard Hennessy, like many of his com- of friendship that led French the African American public. patriots who had become French, soldiers to give their lives between 1936: Hennessy is the only cognac served at the opening gala dinner on the maiden voyage of was to last almost two years. 1778 and 1783 to help the American the Queen Mary I, on 24 August. During the crossing, the ship broke the speed record formerly During those two years, it partici- colonies become an independent held by the Normandie and was awarded the coveted Blue Ribbon. pated in operations jointly nation. The Hermione became The Forties: American soldiers and musicians take their cue from the post-war jazz men and conducted by the United States, known as the “Frigate of Liberty”, rediscover Hennessy cognac in France. the symbol of the friendship The Fifties & Sixties: Hennessy ad campaigns reflect the “American Dream”, from its birth to its between France and America and, mid-century changes. During the Fifties, Hennessy dedicates one campaign to the election of still today, a powerful presence in Mrs. America, the perfect housewife. Later, in the Sixties, the spirit of the campaigns turns to the the collective consciousness. The “American way of life” and the Manhattan businessman’s appetite for success. replica to arrive in 2015 in New The Eighties & Nineties: The brand is the leader in the American market. Sports and music — York, after stops in Yorktown and the “second soul” of Hennessy — continue to be themes in its ad campaigns. Creation in 1984 of Mount Vernon, was constructed in the Hennessy Jazz Search, an annual contest for amateur jazz bands. the shipyards of Rochefort, and is The Noughties: Hennessy pursues its focus on music. Its concerts showcase the top stars of identical to its ancestor. This new American music, beginning with hip hop and rap. The company also forges close relationships project was made possible thanks with contemporary artists, great designers, and street artists, and orders limited edition bottles to a group of 4000 history enthusi- from such as Futura, Os Gemeos, and Shepard Fairey. In 2012, Hennessy asks Todd Selby to lend asts who formed an association his unique photographic vision to the world of Hennessy. And for his first solo exhibition in called “L’Hermione-La Fayette”. Europe, in 2013, it showcases the work of photographer Jonathan Mannion. It was only natural that Hennessy — July 2015: America awaits the arrival of the Hermione in New York. In the month when America from its origins a friend of the celebrates Independence Day, Hennessy celebrates 250 years in its business, a journey that has United States and therefore of so frequently paralleled the 239-year history of the United States. the Hermione — be a part of this adventure.

*In “L’Hermione, Frégate des Lumières” by Robert Kalbach HENNESSY and Jean-Luc Gireaud, published by Editions Gervy HENNESSY Five Continents Five Continents 120 Countries 120 Countries p34 p35 FRANCO- RUSSIAN NOTEBOOKS

HENNESSY Five Continents 120 Countries p37 A Meeting Of Minds

hen Maurice-Richard And Maurice-Richard would , Hennessy returned thereafter, return frequently to from his first trip to this country that had touched him RussiaW in 1994, he was star-struck. so profoundly. He had visited Vladivostok, Irkutsk, Moscow, Saint Peters- burg, and Sochi: cities whose names seemed to come straight from his childhood books by Tolstoy and Dostoyevsky. Twenty years later, Sochi hosted the Olympic Games and celebrated the Golden Age of Russian culture, evoking, among other scenes, the first ball of Natasha Rostova, the heroine of War and Peace.

HENNESSY Five Continents 120 Countries p39 Maria Feodorovna, Dowager Empress of Russia Tsar Alexander I Order for Odessa in 1901 1st order from the Russian Imperial Court in 1819 Paradis Impérial

Catherine II was close to the the far corners of the world. In perfecting a new and unprec- what has been done before, but An imperial ame Encyclopaedists, passionate about 1782, the future Tsar Paul I and his Hennessy’s “madeleine” edented creation: an extremely rather wants to draw inspiration the Enlightenment, and a friend of wife, the Grand Duchess Maria old eau-de-vie of a deep golden from the story to create a cognac It was Catherine the Great and her One day in 1818, to celebrate the Diderot. The French writer was to Feodorovna, visited France, hue. From that moment forward, “worthy of a Tsar”. The result will daughter-in-law, Maria Feodor- birthday of her son, Tsar Alexan- play an important role in her life where the Grand Duchess had Hennessy was to continue along be Paradis Impérial, launched in ovna, who wrote the first pages in der I, Maria Feodorovna naturally as a kind of artistic agent, advis- grown up, following the route of this “imperial road” and conquer 2011 amid the gleaming gold of the Russian saga which, virtually decided to present him with a ing her on the acquisitions she Peter the Great, who made the the most demanding of Russian Saint Petersburg. from the very start, was so impor- fabulous object that perfectly made for the fledgling Hermitage same journey at the beginning of palates. He composed it so as to create a tant to Hennessy. When Richard illustrated this art de vivre à la museum. the eighteenth century. Festivities symphony of very rare, very old Hennessy created his trading française so popular in the The Tsarina also purchased his were organised at the Court of Almost two centuries later: The aromas: those of some one company in 1765, relations between Russian court. She gave him two entire library and that of Voltaire: Versailles where, in 1780, Richard Grand Bureau de Dégustation in hundred eaux-de-vie selected France and Russia were at their tierçons* of Hennessy cognac, thousands of works which are now Hennessy had introduced his Cognac. from among the treasures lying in peak. which she may well have had the the property of the National Library cognac: he had even been invited Yann Fillioux is deep in thought. the Founder’s Cellar in Cognac. It opportunity to discover during of Russia, inaugurated in 2003, to attend the Grand Lever of the As an enlightened art-lover and was “a true work of art and of her trip to France. constituting a remarkable literary king. The future dowager empress seventh generation in a family of patience, a cognac unlike any When the imperial order reached legacy that draws researchers from never forgot her French child- Master Blenders, he wants a other. An absolute symbol of him, James Hennessy, who had hood and, throughout her life, she cognac that will evoke the elegance,” remembers Fillioux. succeeded Richard in 1800 and cultivated the French art de vivre, Franco-Russian friendship his Inside the decanter was a mille- managed to make a place for the refinements of which suited family has honoured for so long. feuille of savours, an incredible himself in the high society of the her so well. He is looking for that “long oenological bridge between past time, shut himself in his o¢ce. memory” that never fades, just and present. The dowager empress obviously like Proust’s famous “madeleine”. wanted something the world had He has no intention of replicating never before seen, and it was inconceivable that she might be disappointed. James therefore set about meeting her expectations,

HENNESSY * “tierçon”: a cognac cask containing 540 litres HENNESSY Five Continents Five Continents 120 Countries 120 Countries p40 p41 Tsar Nicholas II Hennessy Fine Old Cognac label Shipping on the Neva, Saint Petersburg, 1880 Imperial yacht The Standart

Despite the surprises that history He returned in 1900, to lay the Auguste Hennessy decided to Hennessy also forms partnerships Against all odds generally holds in store for us first stone for the Pont Alexandre Art as a bridge buy in 1840. Today, the residence with icons of modern jazz: a all, and which can often serve III, built for the Universal Exhibi- continues to welcome the great- “culture of blending” that 1913 In 1992, Russia and the Hennessy as obstacles to international tion. The young tsar was enthusi- est artists of our time, as it did in Hennessy brings as much to its Nicholas II, who frequently has family picked up a thread that commerce, Russia and Hennessy astically welcomed by the Pari- the mid-1980s, with the Borodin creations as to its outlook on the Hennessy cognac delivered to his went back more than two centu- had remained faithful to each sians and fireworks were set o— string quartet and the Bolshoi world, with its contemporary yacht, the Standart, is preparing ries. It is not by chance that they other throughout the nineteenth on the Champ de Mars in his theatre. “tribes” and new urban cultures. to celebrate the tri-centenary of now collaborate in the fields of century. It had been necessary to honour. Between the two coun- the Romanov family. art, theatre, and music. Since counter blockades, to send the tries, mutual fascination and X.O, launched by Hennessy in 1765, the tradition has been for great steamers from Bordeaux to friendship never waned. They 1870, will be served at the great each member of the Hennessy the large ports of Scandinavia, persisted, in fact, against all odds, ball to be held on 21 February of family to learn to play an instru- but at no time did Saint Peters- throughout the twentieth century, that same year. ment. Private concerts quickly burg cease to receive “its” cognac, despite the o‘cial closing of the became a regular event at the which was delivered to the court, Soviet market from 1917 to 1992. Château de Bagnolet, which the Imperial Guard and the naval Lasting traces remained locked in fleet. the collective memory of the Like his ancestors, Nicholas II Russian people. In the Fifties, adored Paris; he made his first Prince Trubetskoy, who lived in o‘cial visit just four months after France at the time, also shared his coronation, in 1896. the memory of this friendship, and placed a special order with Hennessy, as if savouring a precious “little madeleine” that brought his youth back to life.

HENNESSY HENNESSY Five Continents Five Continents 120 Countries 120 Countries p42 p43 e Hennessy Foundation The Russian Hennessy Foundation Hennessy strikes many a chord was created in 2004 to provide in the music world, lending its new opportunities for Franco- support to promising young artists Russian cultural exchange. and future virtuosos. Forming a Underlying the Hennessy partner- bridge between yesterday and ship with the Hermitage Museum is tomorrow and never ceasing to the memory of court receptions at project into the future: an on-going the Winter Palace, the residence of quest for Hennessy. Maria Feodorovna. The Stars of the White Nights Festival at the Mariin- sky Theatre, which ends with a ball at Tsarskoye Selo, one of the palaces of Catherine II, is rooted in the vivid memory of the parties she gave there. And Hennessy’s support for the 2009 centenary of the Russian Seasons, dedicated to Bolshoi Serge Diaghilev, was inspired by the grace of the Russian ballets which made their debut in Paris a century earlier.

Hermitage museum

HENNESSY HENNESSY Five Continents Five Continents 120 Countries 120 Countries p44 p45 Two centuries of adventures in Russia Key events 1781: Emperor Paul I and his wife, Maria Feodorovna, visit France. De Moscou à Paris 1818: The dowager empress Maria Feodorovna places a special order with James Hennessy to celebrate the birthday of her son, Tsar Alexander I. 1828: Hennessy becomes the main supplier to the court, the Imperial Fleet, and the Imperial Guard; a Hennessy commercial structure for Russia is created in Saint Petersburg. 1870: Maurice Hennessy and Emile Fillioux create the Hennessy X.O appellation. The 1890s: Despite naval blockades, Hennessy cognac manages to reach the shores of the Neva, via the large Scandinavian ports. 1896: Emile Tottien becomes Hennessy’s agent in Saint Petersburg. 1904: A Hennessy agency opens in Moscow. 1909: A large order is placed by the Imperial Chancery. 21 February 1913: Hennessy is served at the ball marking the 300th anniversary of the imperial dynasty of the Romanov family. A performance is given at the Mariinsky Theatre, of which Hennessy is a patron today. The Thirties: In spite of the Russian Revolution, Hennessy continues to cultivate its ties with Russia. The great Russian illustrator Vishnevsky designs international advertising campaigns for Hennessy. 1953: A special order is placed by Prince Trubetskoy. The Nineties: The Anton string quartet undertakes a ten-year international tour, supported by the Maison; they are entertained at the Château de Bagnolet. 1992: Hennessy cognac exports resume and Hennessy is rapidly distributed all across Russia, from Kaliningrad to Vladivostok, from Murmansk to Sochi. 1994: The first long journey of Maurice Hennessy in Russia. 2004: Creation of the Russian Hennessy Foundation, to encourage creativity and young talent. Celebrating its 50th anniversary, the Borodin string quartet gives a concert at Bagnolet, the Hennessy family home. 2005: The Bolshoi theatre troupe is welcomed at the Château de Bagnolet. 2006: Serge Poliako™ exhibition at Quais Hennessy, in Cognac. 2009: Hennessy supports the centenary of the Paris “Russian Seasons”, dedicated to Serge Diaghilev. 2011: Creation of a Moët Hennessy subsidiary in Russia. Launch of Paradis Impérial in Saint Petersburg. 2014: Hennessy supports the First Moscow Biennial of Street Art.

Tsar Nicholas II, Maurice Hennessy, Red Square HENNESSY Five Continents 120 Countries p47 HENNESSY IN CHINA

HENNESSY Five Continents 120 Countries p49 The “Legend of the Ages”

A wharf in A few months later (the Suez The clipper R o c h e f o r t , Canal was not yet open), the Spirit of 1872 s o u t h w e s t precious cargo arrived in Shang- 1992 H e n n e s s y France. Crates are waiting to be hai and Hong Kong. It was about arrives in China. The ship has loaded on board a steamship to to conquer a gourmet market that come to celebrate 120 years of London, and then onward to for a thousand years had been this legendary saga. Thanks in China, where Hennessy has been characterised by the most refined particular to the continued loyalty present since 1859. In them is one tastes. Since its creation in 1870, of the Chinese of Hong Kong, of Hennessy’s most remarkable its flavour had lost none of its strong ties have survived the last creations since the Maison was sophisticated structure, the result century, during which China was founded: a cognac with a golden of a philosophy of excellence closed o” to the outside world. hue that Maurice Hennessy and borne up by a savoir-faire unique his Master Blender Emile Fillioux in the world. have baptised Hennessy X.O. It flatters the palate with a unique blend of aromas, for which it will be dubbed the “Golden Elixir”.

HENNESSY Five Continents 120 Countries p51 Hennessy advertisement China Hennessy advertisement China Celebration of 120th anniversary of the first shipment to China Hennessy advertisement China Guangzhou

When their Chinese adventure The Hennessys are driven by one Han, Tang, and Ming dynasties, it This was immediately evident to Eight generations began, between 1859 and 1867, ambition: to pass on the very best Guangzhou, had been profoundly cosmopolitan the representatives of Hennessy the Hennessy dynasty was already to future generations, thereby open to the world and open to other peoples and who came to Shanghai and Hong 1765 a reality. It had weathered the ensuring the longevity of their cultures. It was also the source Kong. They worked with Chinese At the time when Richard tempests of Western history for Maison. In that, their trusted China at the time was dominated of innumerable innovations that brokers and compradors (traders) Hennessy was creating the Maison generations, including the Ameri- partners over the years have been by the Qing dynasty. One century shaped the world, including the to achieve a solid footing locally that bears his name, the Europe of can War of Independence and the the Fillioux, a family of virtuoso earlier, the port of Guangzhou had compass, paper, moveable type, and understand in depth the the Enlightenment, in which he was Napoleonic blockade that made Master Blenders with the gift of been opened to Europeans. What silk screening, and gunpowder. expectations of this new market so at home, was surprisingly close the seas so uncertain. Hennessy assembling the finest eaux-de-vie had been the capital of the Nanyue The imperial dynasties filled their they were just discovering. philosophically to the Middle King- had had to fight to maintain its in the Charentais vineyards. The kingdom in the second century courts with educated people and As always with the Hennessys, an dom. China was the second most name and reputation, never ceas- cornerstone of the Fillioux’s exper- B.C. had by then become one of great poets, and left a unique open mind implies humility. They powerful country of that era and, ing to create and innovate for the tise is an “art of blending”, on which the hubs of the legendary “silk legacy for humanity: a way of living set about cultivating networks and like its intellectual, philosophical, future. Upon his father’s death in their reputation is founded, and road”, which channelled all the that was timeless, in keeping with building relationships with repre- and artistic treasures, its history 1800, James Hennessy took over, which applies to what they do as great voyagers and merchants to the ambitions and rhythms which sentatives of the Middle Kingdom. fascinated the entire world. In that succeeded in turn by his sons, all well as to how they do it. Wherever imperial China. Chinese civilization are China’s alone. same year, it was to French painters following in the path laid out by they have gone in the world, the was already over a thousand years that Emperor Qianlong turned for their ancestors. They were the first Hennessys have sought to adapt old and was universally admired for sixteen engravings illustrating his links in a long and uninterrupted rather than to impose, through a its sophisticated culture; since the conquests. Less than a century chain that has lasted for eight long history of encounters and later, the Hennessy family would generations, symbolised in Cognac partnerships with exceptional men, enjoy strong and enduring ties with by one of their family homes, the powerful agents who have struc- the country. Château de Bagnolet, where a tured the market around them. timeless French art de vivre contin- Theirs is a history of strong com- ues to reign and to enchant mercial and social networks, based Hennessy’s prestigious guests. on trust, loyalty, empathy, and openness of spirit. In 1870, it was George Smith who began to pave the way for the brand in China.

HENNESSY HENNESSY Five Continents Five Continents 120 Countries 120 Countries p52 p53 e “Shanghai dream”

Since the opening of the Suez introducing art nouveau and later Canal in the 1880s, China had been art deco, the greatest architects no more than a month away from had made the city a showcase of Marseille, the great southern port avant-garde design. On the Bund of France. Aden, Pondicherry, running beside the Huangpu river, Singapore, Hong Kong, Shanghai, skyscrapers reached boldly for and Tokyo: the “cognac road” the sky, vying for primacy though frequently paralleled that of Marco dominated by that of Victor Polo. When Maurice Hennessy — of Sassoon, Shanghai’s greatest the family’s 6th generation — builder, heir to one of the most arrived in Shanghai in 1928 to pay a powerful business dynasties in all visit to Louis Rondon, Hennessy’s of the Orient, alongside that of the sole agent in China since the begin- Soong sisters. ning of the century, he was thun- derstruck. The “pearl of the Orient”, as it was known, rivalled New York for business and Paris for lifestyle;

Rondon2-12-35china Maurice Hennessy

HENNESSY HENNESSY Five Continents Five Continents 120 Countries 120 Countries p54 p55 1928 After Shanghai, Maurice Hennessy celebrities. These kinds of concerts “Hennessy Road” Everything is ready for Maurice went to Hong Kong, the business Modern are all the rage with China’s Hennessy’s visit. He is eager to hub of Southeast Asia, where the Generation Y, tuned in to the latest In 1925, Louis Rondon, Hennessy’s metamorphoses visit the bottling unit opened in Chinese had appreciated Hennessy trends and comfortable with a Far East agent, had introduced the early Twenties and staed by cognac from the moment it arrived Hennessy’s heritage and its com- brand whose values are in sync the brand to all of China’s ports, local workers. With its large in China. A cousin of the family, mitment to the arts are clear in with their own: built on solid foun- as well as to what are now portrait of Richard Hennessy, it John Pope Hennessy, who was today’s modern, urban “Maison”, dations and focused on the future. Vietnam, Myanmar, and Cambo- somehow symbolises the prestige Governor of Hong Kong from 1877 open to the contemporary artistic dia. He also thought of himself as of the company in China. to 1882, had become a national world. Its musical events in Shang- an “ambassador” of the Charente This evening, a party will be held hero. He even had a street named hai and Hong Kong feature top terroir where Hennessy cognac in his honour, with everyone who after him: Hennessy Road… So foreign artists as well as Chinese was born: he spread its reputation is anyone in Shanghai in attend- when Maurice Hennessy, of the into the most distant provinces of ance: a melting pot of French, eighth generation of Hennessys, China, using a documentary that Chinese, British, Americans, and went to China a few years ago, he had been produced in Cognac White Russians who have made was welcomed like a star and had and presented at the Shanghai this port one of the most cosmo- the pleasure of sharing the story of International Exhibition in 1936. politan and fashionable capitals in his family with the Chinese who From a beverage appreciated the world. had come to meet him. exclusively by Mandarins and an The Hennessy name was by then educated elite in the second half Now one of the largest megalo- well known and respected, associ- of the nineteenth century, polises in the world, Shanghai has ated with a fabulous history and Hennessy cognac had come full developed an even greater with creations “made in France” circle and was now ready to meet influence in the world in both that symbolise French quality and the Chinese people. economic and cultural terms. sophistication, products whose It is the contemporary incarnation savours can be paired so success- today of the trend-setting “Chinese fully with the refinements of myth”, home to a creativity and Cantonese and Hong Kong cuisine. boldness the impact of which is

HENNESSY felt throughout the world. HENNESSY Five Continents Five Continents 120 Countries 120 Countries p56 p57 “Hennessy Road” Key events

1859: The first shipment of Hennessy cognac to China, arriving in Shanghai. 1866: First shipment to Hong Kong. 1870: The first agent, George Smith, based in Shanghai, begins to structure the market. 1872: Hennessy X.O is delivered to Shanghai and Hong Kong. The 1900s: Relations between Hennessy and China are formalised with the arrival of agent Louis Rondon, who will structure the market with the help of Chinese traders and local sta . 1912: Hennessy begins to advertise in Shanghai and Hong Kong. The Twenties: Louis Rondon opens the first Hennessy bottling unit in Shanghai. The first advertising campaigns are launched, in English and Chinese. 1925: Now the Hennessy agent for the Far East, Louis Rondon begins to develop markets in the major Chinese ports, as well as on the Indochinese peninsula, in Burma and in Cambo - dia. Asia already accounts for 30% of all worldwide shipments. 1927: Maurice Hennessy takes a grand tour of China. 1936: Hennessy presents its documentary “La Liqueur des Dieux” (“The Golden Elixir”) at the Shanghai International Exhibition. The film will subsequently be shown throughout China. 1992: The clipper Spirit of Hennessy follows the Hennessy cognac route to China to celebrate the 120th anniversary of the arrival of X.O in the Middle Kingdom. Beginning of the 21st century: Hennessy and the great designers To celebrate the 100th birthday of Kilian Hennessy in 2007, the brand launches the “Beauté du Siècle” limited edition, the work of Jean-Michel Othoniel. In 2009, Hennessy presents the Mathusalem edition of X.O designed by Olga Berluti. Next, Arik Levy is asked, in 2012, to design a unique decanter for X.O Mathusalem. This is followed by creations by Tom Dixon for X.O and Chris Bangle for V.S.O.P. And, finally, in 2014, by the “Very Special” bottle designed for V.S.O.P by Peter Saville.

Louis Rondon Georges Smith Maurice Hennessy HENNESSY Five Continents 120 Countries p59 “HENNY”

HENNESSY Five Continents 120 Countries p61 An African Saga

t’s not easy to imagine what If you look closely, there is a mysteri- connection there might be ous but strong tie linking these between a “thirty-something” in people, and connecting the eight- IJohannesburg, Abuja, or New York eenth to the twenty-first century: it’s and Richard Hennessy, the Irishman what we call the little things in life. born in 1724. And yet, 250 years The everyday experiences that after its creation, the company that populate the songs of today’s bears his name is on the lips of an rappers in Nigeria with mantras entire generation of African trend- of a contemporary philosophy of setters and of the global hip hop self-fulfilment: How can we realise family, which has even given it a our dreams? How can we carry on friendly nickname: “Henny”. Identify- in spite of everything? How can ing more today than ever with the we continue to move forward? values the Maison has embodied for so long, increasing numbers of Africans have made it “their” brand. Africa and Hennessy: two culturally compatible world views… though not everyone knows that behind the HENNESSY name “Henny” is a dynasty with an Five Continents impressive history spanning eight 120 Countries generations. p63 Nigeria, 1972 First shipment to South Africa, 1866 DJ at V.S event in Johannesburg

terroir where very special Just as the orchestra conductor Little by little, on both sides of the together so many modern forms In the Founder’s vineyards flourished, producing makes instruments sing together, African resonance Atlantic, cultural mixing was of expression, creating a bond grapes that were transformed into so they blend eaux-de-vie using becoming the norm. A new that would survive the African footsteps Hennessy has been present at a beverage unique in the world, their unique savoir-faire. Their very generation of jazz musicians continent’s dark hours, when every important step in the In 1765, Richard Hennessy was known as “cognac”. DNA drives them to adapt to local shared a lust for life that the Hennessy was tirelessly support- African saga from the nineteenth asking those very questions: he cultures and to the important Hennessy family could well under- ing independence movements. to the twenty-first century. Six was “only” the youngest son of a Richard had a dream as a young trends of the time. stand, having stood up for over Today, that bond endures, years after the country was family of minor Irish nobility, and man: to conquer the world, to be two centuries to obstacles that reinforced by common codes and founded, Hennessy was present in according to custom, he would not the very best. And that is what he would have daunted others: wars, values. For the people of Africa, Nigeria and, in 1960, it partici- receive any inheritance. He was became. Already present in the naval blockades, revolutions and there is something about pated in the exhibition celebrat- going to have to make it on his New World when America was natural disasters like the phyllox- Hennessy they understand and ing its Independence. Building on own. And that’s why he set o‡ for born, Hennessy cognac arrived in era that almost destroyed can identify with. They also share its unique relationship with both France, and why, after some time South Africa a century later, in France’s vineyards at the end of with Hennessy a passion for Africans and African Americans, spent in the French army in which 1866, and in Kenya at the begin- the nineteenth century. Never music, the art form that knows no Hennessy was already devising ad he had enlisted — like many of his ning of the 1920s. The descend- give up. Never stop believing in borders. The brand is like a melt- campaigns to speak directly to Irish compatriots at the time — he ants of the visionary self-made yourself. Achieve what others ing pot that fires imaginations in African Americans in the Twen- found himself in Cognac. Since the man have never stopped exploring might think impossible. the United States, the Caribbean, ties. And in the Thirties, jazz and British seemed to be crazy about every corner of the world, cultivat- and the youth of Africa — new soul music created a bridge brandy, he figured he might as well ing an “art of blending”. A meeting of minds and deep generations proud of their culture between Africa and the West sell it to them, because the little mutual respect were inevitable and imitators of no one. which translated social change corner of France where Richard between Africa and Hennessy, and became a signature means of had decided to settle had one the brand capable of bringing unique feature: an exceptional expression.

HENNESSY HENNESSY Five Continents Five Continents 120 Countries 120 Countries p64 p65 Inventing the future Boundless energy

1993 - Abuja September 2014 – Johannesburg An unlikely Irish pub with only a The great contemporary artist few customers, where a handful of Shepard Fairey and a group of Nigerians are sampling a bottle African street artists join in an bearing the arm and axe that are event organised by Hennessy to the emblem of Hennessy. “You celebrate the explosion of African know, the Nigerians like coming urban cultures that have become here!” confirms the owner to the art forms in their own right, brand’s agent, who has dropped turning a spotlight on the best of by to see her. their generation. The general In no time at all, Hennessy was to public has been invited and a experience a success story few contest has been organised to might have expected, leading all select the best mural. Parallel to the way to the day in 2010 when it the event, Hennessy has provided participated in the exhibition a forum where business leaders marking the 50th anniversary of on the lookout for new creative the country’s independence- talent can meet avant-garde enjoying, as always, that little designers. “head start” that has often made Once again, as is so often the all the di erence throughout the case, Hennessy is a driver and brand’s history. As early as 1995, incubator of new trends, provid- Hennessy also pioneered in ing a giant multicultural shaker in Soweto, organising castings for which to blend local and global, future ad campaigns, and since rural and urban, tradition and then, the label has never stopped modernity, native and foreigner. It breaking new ground. This is what stands beside a young, vibrant has made it a brand to be reck- Africa, eager to go faster and oned with in the English-speaking farther, brimming with imagina- countries of Africa: Ghana, Kenya, tion and boundless energy on and Tanzania. both the cultural and entrepre- neurial planes. In this new world Since 2009 in Nigeria, Hennessy of social networking, the stage is has organised exceptional Africa and the horizon is the only concerts showcasing artists limit, as it has been for “Henny” driven by a desire to “make their for the last 250 years. Never stop. dream come true”, their hearts Never stop dreaming, creating, firmly set in Africa. In this, they accepting risks and responsibili- resemble the graduates of inter- ties, moving forward. national business schools who are returning home to South Africa, Ghana, Kenya, and Tanzania. These ultra-connected Millennials have just one thought in their minds: “innovate”. Though

students of history, they are HENNESSY focused on only one period: the Five Continents future. And they have but one 120 Countries goal: to shape it. p67 Mural by Shepard Fairey in Johannesburg

Not intended for use in France