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Hennessy debuts first global Paradis Imperial campaign
LVMH has shone a spotlight on Cognac brand Hennessy’s Paradis Imperial expression with the launch of its first global marketing campaign, called Made of Precision.
The Made in Precision campaign highlights the master blenders’s “art of selection”
The campaign highlights the “extreme” levels of precision and expertise that go into making Hennessy Paradis Imperial.
The master blender’s “art of selection” is illustrated through a trio of images made using photography and data capturing.
Crafted using a selection of Hennessy’s finest eaux-de-vie, the expression is described as having notes of “jasmine and orange blossom” with a “subtle smokiness”.
Its golden hue colour is said to be lighter than that of traditional Cognacs, due to the use of mature oak casks, which have few tannins.
In comparison to other expressions in the brand’s portfolio, the number of eaux-de-vie with the potential to one day become Paradis Imperial are slim: only 10 out of 10,000 will make the cut.
Yann Fillioux, 7th generation master blender, said: “My predecessors were able to foresee which eaux-de-vie would become remarkable, and they understood how to age and protect them for the future.
“In that sense, Hennessy Paradis Imperial is their creation: it is a resolutely forward-looking blend that embodies the transmission of seven generations know-how. The unprecedented alliance of age and finesse makes the Hennessy Paradis Imperial experience unlike any other.”
Earlier this year, Hennessy saw volume sales climb 10% in the 2016 calendar year, however parent company LVMH said a “complex” Asia hit travel retailer DFS Group’s profitability.