The Pursuit Of Luxury - Bling-Bling Vs. Savoir Faire

Understanding the changing nature of luxury

Steve Hales and Alexander Maule 


The Business Challenge

The overall consumption volume of cognac is decreasing year on year across Europe. Fewer young people are entering the cognac category with reduced affinity towards the Hennessy brand.

A business and marketing strategy was required which was to have a direct impact on this scenario, in order to create a situation where Hennessy becomes an active part of younger consumers' drinks repertoire.