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A SESTERCENTENNIAL CELEBRATION HENNESSY’S JEAN-MICHEL COCHET EXPLAINS THE ENDURING ALLURE OF ITS COGNAC AFTER 250 YEARS. BY ARVADA HARADIRAN
MAISON HENNESSY is one of the top-selling cognac brands in the world, where its labels such as the XO, VSOP, VS and Paradis are the market leaders in countries ranging from the U.S. to the Philippines. Moët Hennessy sent its 23-year veteran Brand Ambassador Jean-Michel Cochet to Indonesia for the second time this year to kick-off the Maison’s 250th anniversary celebration in the country, in testimony to Indonesia’s rising prominence for the brand.
This is your second visit to Indonesia this year, after a big Hennessy XO event in April. Is Indonesia rising in importance to the Maison?
Most certainly. We have been seeing fantastic growth in Indonesia, one of the best performers after U.S., China and Vietnam today. In fact Indonesia has been a wonderful market for us ever since our cognac first arrived in Batavia in 1880 on Dutch trading ships. This is the reason why Indonesia was chosen as one of the
countries to host our worldwide 250th anniversary celebration this year, one of the select few that the Maison prioritized.
What can you tell us about this year’s 250th anniversary event?
This time we are leaning more towards inviting everyone in Indonesia—our partners, supporters, fans, friends, family—to come and celebrate the friendship between Hennessy and the Indonesian people which has gone on for over 100 years. This is a precious friendship. Whereas last April we were leaning towards food pairing with traditional Indonesian rijsttafel, which had an educational flair to it.
What is Hennessy’s strategy to develop its brand in Indonesia?
We want to develop Hennessy’s image where people can see it as a lifestyle product, a lifestyle choice, and not just an alcoholic beverage. Hennessy has a long and illustrious legacy and history, and we’d like Indonesians to
relate to our quest for excellence and quality. We want people to understand that there is more beneath the Hennessy label.
And what is that?
Well, the story of Hennessy is a tale of two traditional families coming together to form what is arguably one of the world’s most legendary cognac houses that thrives until today. Since its founding in 1765 by Richard Hennessy, the brand has always been known for quality very early on. In 1794, he started shipping his cognac to New York, less than 30 years after establishing business, which was not an easy feat to accomplish at the end of the 18th century. Today, Hennessy is still run by heirs of the Hennessy family. Maurice Hennessy, the eighth generation of the Hennessy family, is a hard-working brand ambassador. The company still makes the same excellent products— these are the values of legacy and authenticity.
Yes, Hennessy is about legacy, transmission of knowledge, and authenticity. What the founder knew, he transferred to his sons. And his sons. This is what we wish to convey. The message of our event tonight is “Crafting the future since 1765.” We’ve done it for 250 years and we are continuing it today, with all of you in attendance. I think when consumers know the history of Hennessy and what we are all about, then they’ll feel like they are a part of that history. It will become a noble experience. Suddenly, your drink takes another dimension…. It’s something that becomes very emotional. This is what we want our drinkers to relate to.
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Are those key messages you’d like to drive home?
What are little-known facts about Hennessy?
First, still too many people do not yet realize that cognac is actually based from grapes or wine, instead of grains like in other spirits such as vodka or whiskey which use wheat, potatoes, barley, sugar cane and the like. So cognac offers a unique taste unlike any other spirits. Second, did you know that Hennessy is still run by the eighth generation of the Hennessy family, and the seventh generation of the Fillioux family, the Master Blender? This creates a real, genuine guarantee for consistency in quality and taste. Third, each year we produce a unique, limited edition or collectibles cognac, which covers all of our portfolio including VSOP, VS, XO, and Paradis. This year, obviously, the focus is on our 250 Collector Blend.
What is special about the Hennessy 250 Collector Blend?
The 250 Collector Blend is made especially to commemorate the 250th anniversary of Hennessy. The production process is very exclusive and features many “250” symbolism including 250 cask barrels containing the commemorative eaux-de-vie spiced with special herbs from Master Blender Yann Fillioux, stored in cask barrels with a capacity of 250 liters, and aged for 18 months. Typically, eauxde-vie is stored in casks with a capacity of 270 liters, and in less than 18 months; but for the 250 Collector Blend, we built special casks just for this purpose. They’re made from choice woods, which has been aged tens to hundreds of years. And one more thing, because there are very limited, there are only 150 bottles available in Indonesia.
WHIMSICAL STAY NIHIWATU INTRODUCES ITS LONG AWAITED MAMOLE TREE HOUSE.
THE LUXURY RESORT NIHIWATU on the island of Sumba recently launched three new signature villas to complete the resort’s existing 21-villa estate offering, including the long awaited Mamole Tree House. It is designed by German architect Walter Wagner, with interiors by Marco Scarani and Susan Colley. It features a Sumbanese style and traditional touches including beautiful local carvings, antiques and Ikat prints. It is a spacious three-bedroom tree house complex, elevated on wooden stilts between ancient trees. It also has a beautiful view of the beach. Two of the two-story, circular villas offer a lounge area on the entry level, with the bedroom, bathroom and balcony on the upper level. A bamboo bridge connects the two tree houses and a shared infinity pool with lounging deck features in the front. The main house has a private infinity pool. The rates for the one-bedroom villa starts from $1,500++ per villa per night based on double occupancy for a minimum of three nights including all meals and non-alcoholic beverages as well as Wi-Fi. Garuda Indonesia currently operates a daily 50-minute flight from Bali’s Ngurah Rai International Airport to Sumba.
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