SEEING THE LIGHT
Hennessy introduces a bold new decanter design for its Paradis Impérial rare cognac at an exclusive launch event in Macau
HENNESSY PARADIS IMPÉRIAL is a testimony to the art of Hennessy’s master blender and a tribute to his selection skills. Only 10 out of 10,000
eaux-de-vie from any harvest have the potential to be included in this most rare of cognacs.
After its inaugural release, created by the
maison’s seventh-generation master blender
Yann Fillioux, acclaimed artist Arik Levy was tasked with creating a new crystal-cut decanter and gift box. The results of this unique collaboration were revealed recently at the Hennessy Paradis Impérial Made of Precision Dinner at Galaxy Macau.
At the event, Roch Hennessy, business development manager for China, offered guests two styles of eaux-de-vie paired with dishes such as foie gras, hazelnut and pumpkin mash to bring out the rich aroma and flavours of Paradis Impérial.
Cognac, Hennessy points out, is all about sharing. And the brand itself is keen to share its story and that of cognac to entice a new generation of consumers. “A key element in China, and Asia in general, is education,” he says. “Cognac is a very complex drink. Even though I’m from the Cognac region I don’t consider myself an expert. One of the key development strategies is to educate the consumer about the fact that cognac is made from grapes as well as the ageing process, the oak barrels and distillation process. It takes a lot of dedication and hard work to guarantee the quality of cognac.
“The China region is the biggest market for Paradis Impérial,” Hennessy continues. “For the second release we’re launching now, we really want to focus on the modernity of the 100 percent crystal carafe and the beautifully designed gift box that features elements of wood and copper. Wood, as you know, is essential to the ageing process of the cognac and copper, which covers the seal, is reflected in the colour.”
With its eye-catching design that captures changes in the light, the new Paradis Impérial decanter is an attempt to encapsulate the 250year-old cognac maker’s past, present and future. “The first thing the designer had to understand was the cognac and its history,” Hennessy says.
“He had to see the process of making the cognac, the taste, the smell, the colour, the play of light and the precision. All of this is very important. When Arik Levy went to Cognac, he immersed himself in all of these components to produce a unique and contemporary design.”
Hennessy, who is based in Paris but travels once every few months to China, has marketing teams stationed in different parts of the country and looks forward to further educating Chinese consumers. “There’s a perception that cognac must only be enjoyed after food with a cigar, in an old-school way, but the way to drink it is important and we intend to develop that.”
No doubt these efforts will bring Hennessy and the brand back to Galaxy Macau, which hosted the Hennessy Paradis Impérial Made of Precision Dinner. “Galaxy is an amazing venue,” Hennessy says, “and they’re really a good partner to us.”