This month, Hennessy introduced “The Originals,” a new initiative highlighting the creativity and ingenuity of true original companies who have shaped the trajectory of luxury goods.
As the world’s leading Cognac producer built on an innovative and entrepreneurial spirit, Hennessy was the originator of the “Extra Old” (X.O) category and remains its benchmark.
In collaboration with like-minded partners across the auto and fashion industries, including Rolls-Royce (the original luxury automobile brand) and The Stronghold (the original L.A denim brand), Hennessy invited VIP guests to two private dinner events to showcase how creativity and heritage help original, luxury brands remain relevant to today’s consumers.
Guests who attended the first event, hosted in Los Angeles at the NeueHouse in Hollywood, took advantage of the dazzling weather and expansive skyline views to enjoy Hennessy X.O drinks on the outdoor deck, followed by dinner. In New York, the Baccarat Hotel provided a fitting background for a luxurious dinner celebrating Hennessy X.O and Rolls-Royce.
A meticulously maintained 1929 Rolls Royce Ascot parked outside the hotel greeted guests as they stepped inside to enjoy a Sazerac or X.O on the rocks before a three-course meal where Gerry Spahn, Rolls-Royce’s Head of Corporate Communications for North America, highlighted the quality and uniqueness of Rolls-Royce automobiles before summing up the idea behind “The Originals” – “True luxury is experiencing what you want, the way you want, when you want it.”
At both events, Hennessy’s Head of Mixology and Brand Education Jordan Bushell served as the master of ceremonies and discussed the idea of luxury before introducing eighth-generation Hennessy family member Maurice-Richard Hennessy who spoke of the creation of Hennessy X.O, which was first crafted for friends and family members by his great-great grandfather, before being brought to market as the original aged Cognac. The X.O, he pointed out, “was the origin of Hennessy as a luxury good.” Fast forward 151 years to 2016, it is no surprise that Hennessy and X.O in particular continues to be the luxury Cognac standard all others are measured by.