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Hennessy spurs ‘rethink’ with installation
LVMH-owned Hennessy is targeting UK on-trade Cognac preconceptions with a London-based “disruptive, sensorial X.O and ice experience”.
Hennessy is staging an immersive experience to counter Cognac preconceptions in the on-trade
Set up at the Moët Hennessy UK headquarters, The Hennessy X.O Odyssey concept is a 90-minute experience comprising a mirrored room, a piece of film art, and sampling with noted bartender Ryan Chetiyawardana.
The initiative seeks to demonstrate the “7 Facets” that make up Hennessy XO: Sweet Notes, Rising Heat, Spicy Edge, Flowing Glame, Chocolate Lull, Wood Crunches, and Infinite Echo. The 7 Facets and the history of the brand are introduced in the mirrored room.
Guests then experience a piece of film art created by director Nicolas Winding Refn, said to portray X.O through “an array of highly evocative imagery”.
The experience then concludes with a session with Chetiyawardana, who has created a series of serves to dispel preconceptions that X.O is solely an after-dinner drink.
“This experience is designed to disrupt and inspire our mixologist and sommelier partners,” said Max Helm, Hennessy UK brand ambassador. “We want to reset the expectations for Hennessy and X.O in particular by showcasing the spirit in a multidimensional way to dispel the misconception of X.O being restricted to a digestif.
“In the UK, Cognac is still perceived as an after-dinner drink, served in a traditional way. We want to encourage everyone to think differently and innovatively about XO and the possibilities of this surprisingly versatile complex spirit. You only need to look at the Hennessy family and see that they have been enjoying X.O and ice for the best part of a century.
“The Hennessy Odyssey will hopefully encourage the on trade to rethink about Hennessy X.O and how they present it to their customers.”
Ryan Chetiyawardana added: “Cognac has always held high repute within bartending and epicurean circles, but much of this has been focused on traditional serves. The complexity inherent within Hennessy X.O has challenged us to find innovative ways to showcase its multifaceted nuances and myriad flavours whilst retaining what is at the core of the spirit.
“Through collaboration with the Hennessy team, and the explorations in temperature arc, dilution and texture that we pioneered at White Lyan, we hope to inspire new ways to enjoy Hennessy X.O; demonstrating its famous luxuriousness but also revealing new aspects of this much loved spirit”.
The Hennessy Odyssey will be taking place at Moët Hennessy UK on Wednesday 23 and Thursday 24 March.
Last month, Hennessy partnered with British artist Peter Saville to develop packaging for the new limited edition VSOP Privilege Collection, which is inspired by eaux-de-vie.