Hennessy appeals to spirits-loving dads

As June 15 approaches, Hennessy is pulling out the big guns. For Father’s Day 2025, the LVMH Group cognac house is putting the spotlight back on its must-have Hennessy X.O, the first “Extra Old” cognac launched in 1870. An operation that is both heritage and commercial in a turbulent market.

Hennessy X.O: a classic that reassures and inspires

Comprising one hundred eaux-de-vie aged from 12 to 30 years, Hennessy X.O is distinguished by its spicy, woody and fruity bouquet, which over the decades has become a symbol of French heritage and know-how. To give a bottle of X.O is to give much more than a spirit: it’s to celebrate a heritage, a filial bond, a tradition.

In a climate of search for authenticity and top-of-the-range products with strong affective value, the company plays to the heartstrings while maintaining its image of discreet luxury.

Art, music and mixology: diversification according to Hennessy

But Hennessy doesn’t stick to its classics. In recent years, the brand has appealed to younger, more urban audiences through daring artistic collaborations: with Maluma in the musical register, or with Florian Zumbrunn, French artist of generative art, for a reinterpreted bottle. Not to mention the launch of a bottled cocktail with Parisian bar Cravan – a first in the highly codified world of cognac.

These initiatives testify to a dynamic strategy, combining tradition and innovation, to maintain its position as a benchmark in the international premium spirits market.

Customs threats: a shadow over the industry

This relaunch comes against a tense backdrop. Donald Trump’s threats to impose tariffs on European spirits are worrying the industry. Even Bernard Arnault has expressed his concern, citing potential major social consequences for the French wine industry.

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