Hennessy 858986 225069167 2008-07-11T19:03:49Z ArkansasTraveler 104574 /* Hennessy in popular culture */ {{otheruses}} {{Infobox company | name = Jas Hennessy & Co. | logo = [[Image:Logo hennessy.PNG|175px]] | type = Co-leader of [[LVMH]] | genre = [[French winery]] | foundation = [[1765]] | founder = [[Richard Hennessy]] | location = 1, rue de la Richonne<br>BP 20, 16101 [[Cognac]]<br>[[France]] | locations = | area_served = Worldwide | key_people = | industry = [[Winery]] | products = [[Wine]] ([[Cognac (drink)|cognac]]) | revenue = | operating_income = | net_income = | assets = | equity = | num_employees = | parent = | homepage = [http://hennessy.com/ www.hennessy.com] }} '''Jas Hennessy & Co.''', or more simply '''Hennessy''', is a prominent french winery and co-leader of the prestigious [[luxury goods]] company, [[LVMH]]. Hennessy specializes in the manufactoring of [[Cognac (drink)|Cognac]]. The company is rich in history and has served many a prominent figure. Today, the company of Jas Hennessy & Co. sells about 50 million bottles a year worldwide. North Korean leader [[Kim Jong-il]] is known to have a penchant for Hennessy, reportedly being their number one customer over the past ten years.<ref>Blitzer, Wolf. [http://www.cnn.com/2003/US/01/08/wbr.kim.jong.il/ "North Korean leader loves Hennessey, Bond movies"], ''CNN.com'', [[January 8]] [[2003]]. Accessed [[July 9]] [[2007]].</ref> ==History== ===Beginnings and 19th century=== The beginnings of Hennessy were laid when [[Ireland|Irish]] [[aristocrat]] [[Richard Hennessy]] established an Eaux-de-vie trading business in [[Cognac, France]], in 1765.<ref name="LVMH">{{cite web|url=www.lvmh.com|title=Jas Hennessy & Co.|publisher=[[LVMH|Moët-Hennessy • Louis Vuitton]]|accessdate=2008-05-17}}</ref> The land on which the business was created was given to Hennessy as compensation for being a [[mercenary]] for [[Louis XV|King Louis XV]]. In 1794, the company began its deliveries of ''Hennessy Cognac'' to the newly independent [[United States]].<ref name="history">{{cite web|url=http://www.queenannewine.com/hencog.html|title=The Hennessy History Timeline|publisher=Queen Anne Wine|accessdate=2008-05-17}}</ref> Hennessy later introduced Jean Fillioux as its first Master Blender in 1800.<ref name="history"/> It is in 1813 that the trademark "Jas Hennessy & Co." is adopted.<ref name="history"/> Hennessy grew more popular among the aristocracy, and in 1817 George IV ordered a Hennessy V.S.O.P. (an excellent pale cognac eaux-de-vie). By 1840, after the creation of the Hennessy agency in [[London]], export sales make up for 90% of profits.<ref name="history"/> The first labels with the name of Jas Hennessy & C° and the famous 'Bras Armé' are presented in 1856.<ref name="history"/> And in 1864, a bottling plant is opened and the Hennessy trademarks are registered.<ref name="history"/> A system for classifying cognacs is created by Maurice Hennessy in 1865.<ref name="history"/> Not until 1868 did Hennessy expand internationally, delivering that year to [[Japan]] ''Hennessy cognac''.<ref name="history"/> The X.O. appellation (which has since become a worldwide reference for cognacs), is created by Maurice Hennessy.<ref name="history"/> Continuing its international relations, Hennessy delivers X.O. to [[Shanghai, China]] in 1872. By the end of the 19th century, Jas Hennessy & Co. reaches full renown prestige and becomes the world market leader of eaux-de-vie in 1890.<ref name="history"/> ===20th century to today=== The company began international campaign in 1905 with the phrase, "Hennessy, the name which made Cognac famous."<ref name="history"/> However, it is in 1930 that the company begins the use of the slogan, "The World's largest stock of eaux-de-vie." After joining Hennessy, Gerald de Geoffre de Chabrignac designs the new X.O. flacon.<ref name="history"/> The company goes on to break the shipping record of 12 million bottles in 1967. Jas Hennessy & Co. took a milestone step in 1971 when it merged with the respected [[champagne (wine)|champagne]] producer [[Moët & Chandon]]. The merger gives birth to the luxury wine Moët-Hennessy group. Alone, Hennessy becomes the first cognac company to break the shipping record of 24 million bottles a year. In a further effort to expand its name in luxury, the fine drinks company makes a final merger with the prominent french fashion house [[Louis Vuitton]] in 1987.<ref name="history"/> And so [[LVMH|Moët-Hennessy • Louis Vuitton]] is born, "LVMH" in simple terms, the most prominent [[luxury goods]] business in contemporary time. In 1992, in order to commemorate the 120th anniversary of the first shipment of X.O. cognac to Asia, a clipper christened "Spirit of Hennessy" is chartered by Hennessy. In the town of [[Cognac]], the "Quais Hennessy," created by the French Architect Jean-Michel Vilmotte, is inaugurated.<ref name="history"/> By 2001, Hennessy breaks the record of 35 million bottles sold worldwide.<ref name="history"/> ==Marketing== Recent innovations include trying to broaden the appeal of the drink beyond its traditional base of older drinkers, by introducing new products such as "Pure White" and "Fine de Cognac" and marketing them accordingly. <ref>Hein, Kenneth. "Cognac is in the house." ''Brandweek''. September 22, 2003 [http://www.allbusiness.com/marketing-advertising/branding-brand-development/4681295-1.html]</ref> ==Hennessy in popular culture== Hennessy is popular amongst many [[hip-hop]] artists and is frequently mentioned in [[rap]] lyrics.<ref> MacLean, Natalie. "Bring on the bling -- rappers give Cristal and Hennessy street cred." ''San Francisco Chronicle''. December 16, 2004 [http://www.sfgate.com/cgi-bin/article.cgi?file=/c/a/2004/12/16/WIGNCAC0AG1.DTL]</ref> The brand's association with luxury, and decadence on occasion, is noted in passing in the lyrics to [[Duncan Sheik]]'s song "[[White Limousine (song)|White Limousine]]". In the [[James Bond]] film ''[[On Her Majesty's Secret Service]]'', Bond, rescued by a [[St Bernard (dog)|St. Bernard]] in [[Switzerland]], curtly dismisses the dog and tells him to bring Five Star Hennessy. ==References== {{reflist}} {{Template:LVMH}} [[Category:1765 establishments]] [[Category:Alcohol companies]] [[Category:Cognac]] [[Category:LVMH brands]] [[Category:French brands]] [[Category:Diageo brands]] [[de:Hennessy]] [[es:Hennessy]] [[fr:Hennessy]] [[nl:Hennessy]] [[no:Hennessy]] [[ru:Хеннесси]]