Calling all cognac connoisseurs. At its headquarters in the idyllic French department of Charente, Hennessy has launched a brand new visitor experience that was three years in the making. Shedding light on the savoir-faire of eight generations of cognac makers, the new circuit is an opportunity to head “backstage” and learn the secrets behind the venerable French brand that’s the world’s largest cognac producer. One out of every two bottles sold globally is Hennessy.
“She mixing up that Ace with that Hennessy. She love the way it tastes, that’s her recipe,” Beyoncé sings in 6 Inch. Decades before the Lemonade album was the talk of social media networks, Snoop Dogg quipped, “Cognac is a drink that’s drunk by Gs” (1993). Perhaps we have Snoop Dogg to thank for rappers’ cognac obsession, but America’s love for the spirit goes back to the 18th century.
It was in 1794 when the first barrels of Hennessy cognac arrived by ship on American shores, and the USA has been the brand’s No. 1 market ever since. Just last year, Hennessy sent two barrels across the ocean aboard the Hermione, the perfect replica of the 18th-century ship sailed by the Marquis de Lafayette to help the American revolutionaries in their fight for independence. Hennessy’s symbolic gesture celebrated the friendship between the two countries, while also feting the 250th anniversary of the prestigious brand. Whether sipped “sec,” over ice, or mixed in a craft cocktail, cognac continues to quench the thirst of trendsetters today.
Just like perfume, a fine cognac is the perfect blend of aged eaux-de-vie. The Hennessy tasting committee meets behind closed doors in the Grand Bureau de Dégustation, overseen by master blender Yann Fillioux. He will soon pass the reins to his nephew Fillioux Renaud Fillioux de Gironde, thereby ensuring the unbroken family link. To mark the occasion, Hennessy released a limited edition cognac called Hennessy 8 (as in eight generations), jointly created by uncle and nephew, and packaged in a dazzling carafe of Baccarat crystal made by artist Arik Levy.
“When you visit Hennessy, it’s important to discover that behind what you see, there are individual people doing their best every day, to make the best possible Hennessy cognac," Yann Fillioux tells USA TODAY during the official inauguration of Hennessy: Les Visites. "[This new visitor circuit is] a flagship representing our values: what we’ve done in the past, what we create today, and what we want to do in the future,”
The idea behind the newly reinvented visitor’s center was to showcase the authenticity of the tradition-based brand, while upgrading for the 21st century with top-of-the-line technology and contemporary design. In outfitting the new spaces, the AIMKO agency chose local colors and natural materials: wood, copper and glass…the same materials used in the process of blending cognac.
The experience starts with a solar-powered boat ride on the Charente river, where a guide introduces both the spirit and the town that gave cognac its name. The boat ride is meant to conjure the historic transport of Hennessy, an export product from its very first incarnation, as it began its journey to global markets on a river barge destined for seaports. Surrounded by vineyards, this countryside is pastoral France at its finest. (The town of Cognac is also the birthplace of François I, known as the “builder king” for his incredible Chambord castle in the Loire Valley).
Disembark the boat on the opposite side of the Charente river, and head into the chais (warehouses), where three “pavilions” detail the cognac-making process. The warehouses retain their industrial skeleton — it’s a soaring space with ancient timbered beams — but the new visitor circuit features high-tech video, innovative multi-media displays and an immersive soundtrack. There’s a three-part focus to the exhibition: history, terroir and savoir-faire, and Hennessy’s connection to contemporary artists today.
A highlight is learning about the artisanal process of making the oak barrels where the cognac is aged. Hennessy supports a cooperative of 18 coopers who create each charred barrel by hand, using the same skills passed down from generation to generation. Equally as compelling are the photographic portraits of the individual men and women — the coopers, wine-makers, distillers, calligraphers — who are behind the creation of Hennessy. Many of the local winemaker families have been supplying Hennessy with eaux-de-vie for generations.
Next, visitors head to the traditional aging cellar stocked with ancient barrels. Aromatic with aging cognac (and the “angels’ share”!), this dark space is a treasure trove of precious spirits. You can peer behind the gates of the Paradis (paradise) cellar, where the oldest casks are stored, dating back to 1815. (You can get access to Paradis if you book the Hennessy “Exception” ticket for 56 euros, which also includes tasting of exceptional cognacs in a private salon.)
No trip to Hennessy would be complete without tasting the tipple you’ve learned so much about. In the light-filled tasting room, learn the “Art of Tasting” with the experts: sniffing, swirling, and absorbing the theories and techniques used by professionals.
Last but not least: The beautifully designed boutique is the only place in the world where you can find the full range of Hennessy cognacs, including special collector’s editions displayed like priceless artwork. Items range in price from 9 euros to — feeling flush? — 150,000 euros.
The tour is available in six languages and lasts 90 minutes. The standard ticket price is 16 euros (about $18), including a tasting of Hennessy V.S and V.S.O.P.
Click through the gallery above to step inside Hennessy’s headquarters.
