Jas Hennessy & Co., or more simply Hennessy, is a world-leading cognac house with headquarters in Cognac, France. Today, the company of Jas Hennessy & Co. sells about 50 million bottles a year worldwide, or more than 40 percent of the world’s Cognac, making it the world's largest Cognac producer.
History
The Hennessy cognac distillery was founded by Irishman Richard Hennessy in 1765. During the 1970s, Kilian Hennessy, a fifth generation direct descendent of Hennessy, became the CEO of Hennessy. Kilian Hennessy spearheaded the company's 1971 merger with Moët et Chandon, which created Moët Hennessy.
Moët Hennessy became part of Louis Vuitton in 1987, creating one of the world's largest luxury brand conglomerates, Moët-Hennessy • Louis Vuitton or LVMH.Kilian Hennessy remained on the company's advisory board until his death in 2010 at the age of 103. The new owner Patrisha J. Hennessy who is related to the Hennessys. The next in line are Tyler and Landen, Patricia's grandsons.
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," "Hennessy Black" and "Fine de Cognac" and marketing them accordingly.
In 2009, a limited edition bottle of Hennessy VS was released in honor of the inauguration of Barack Obama as 44th president of the United States of America. The bottle featured a black label with gold lettering. Also, the circle seal towards the base of the neck featured a large 44, the phrase "In Honor of the 44th President" and the date of President Obama's inauguration. A percentage of the proceeds made from the sales of the limited edition bottles will go towards the Thurgood Marshall College Fund.
Popularity
Hennessy's popularity in the younger generation has increased in recent years, due mainly to it being referenced in quite a few rap and hip-hop songs. Rappers such as Mac Dre, Xzibit, J. Cole, 2Pac, Nas, Dr. Dre, Krayzie Bone, Snoop Dogg, Eminem, DONNY DA DON, Nate Dogg, Bizzy Bone, Mike Posner, Kanye West, Drake, The D.O.C., Busta Rhymes, Kendrick Lamar, Plies, Mobb Deep, Kid Cudi, P. Diddy, Young Buck, French Montana, Jon Ajamian, Max B, Al Kapone, D-Nice, Mac Miller, Tech N9ne, and BoM Squad have mentioned the liquor in their songs. A song titled "Hennessy" was written by Tupac discussing the liquor and referring to it as "that dark shit." Hennessy is also mentioned in 50 Cent's song "high all the time" referring to it as "Henny". KC Tea, a mixed drink created by rapper Tech N9ne, is made with a double-shot of Hennessy, Sprite and lemon or lime juice. Mac Dre was also a huge fan of the company and product. Kanye West mentions Hennessy as one piece of a holy trinity in his Good Friday song, "The Joy."
Kim Jong-Il was a reputed connoisseur of it and had purchased $650,000 worth of it a year.
Hennessy was also mentioned in the 1993 movie Schindler's List as a highly valued black market item used by Schindler, played by Liam Neeson, as a way to gain favor with Nazi officials and officers.
