When consumers hear the name Hennessy, they think Cognac.
Maurice Hennessy’s name is synonymous with the entire category, and with that, he carries the pressure to not only continue to produce some of the world’s finest Cognac, but he also holds the keys to eight generations of this iconic family business dating back to 1765.
We were thrilled to recently catch up with Hennessy to get his take on a legacy of excellence and learn more about his views on how perceptions of Cognac have changed through the years.
How should people approach Cognac when trying it for the first time?
Maurice Hennessy: Well, the first time you try Cognac you should do so with a cocktail or on the rocks. I’d recommend Hennessy X.O on the rocks. That’s the best way to approach Cognac if you’ve never had it.
Why do you love Cognac?
I appreciate Cognac because the spirit requires maturity, elegance, research—it’s more complex than drinking a glass of red wine.
Carrying on a prestigious family legacy like Hennessy must have its memorable moments. What accomplishment are you most proud of in your career?
The accomplishment of being the eighth generation carrying on this family legacy. I’m very lucky to be a part of this. I’m proud of the process of making Cognac because I’m a farmer first and I used to grow vineyards. I go from the beginning with my hand on the earth to the end of being at the bar drinking Hennessy. I’m a very happy man and I love my job.
Tell us how Cognac has evolved through the years. Have the perceptions changed? Have the consumers changed?
Well, there was this sort of tradition of your grandfather drinking Cognac in snifters after a meal, but that was sort of legend. In fact, people didn’t always do that with Cognac. People had Hennessy on the rocks 200 years ago, and they were using Cognac in cocktails in the early 19th centuries. It was a mixing spirit, and that really hasn’t changed today. Now, more people drink Cognac before meals, after meals, really any time. It’s not just your grandfather’s drink any more. Millennials are drinking Cognac and they’re doing it in a lot of different ways. It’s fascinating.
One specific Cognac expression to drink for the rest of your life. Which one is it and why?
It depends. If it’s going to be consumed on the rocks, it will be X.O. As a cocktail, it could be V.S or V.S.O.P. If it’s consumed the old-fashioned way, then it’s Paradis Impérial, definitely.