Hennessy: The man who couldn't slow down

This case study describes how Moet Hennessy USA revived sales of its Hennessy cognac in an increasingly competitive spirits market.

Hennessy: The man who couldn't slow down

Droga5 New York

What were the objectives for the creative work?

A 250-year success story

The Hennessy distillery was founded in 1765 by Irishman Richard Hennessy in Cognac, France, with the bold vision of creating the world's finest cognacs.1 In the 250 years since, Hennessy's perfectly aged and blended cognacs have taken the world by storm, accounting for over 40% of the world's cognac.

The brand experienced meteoric growth in the US during the 1990s after being championed by hip hop's tastemakers, who popularized its smooth, refined taste to a broader...

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