Hennessy in China: A Legacy Reignited

How the heritage Cognac house is reimagining relevance for a new era of Chinese consumers.

In most global brand narratives, China tends to enter the storyline only within the last few decades. But for Hennessy, the connection runs far deeper.

In 1859, 25 cases of Hennessy Cognac were shipped from France’s Charente River to Shanghai—marking the brand’s very first entry into the Chinese market and planting the seeds for a relationship that has spanned over 160 years. Over time, Hennessy became a familiar presence at banquet tables, festive gatherings, and cultural rituals across China.

This Chinese New Year, Hennessy returned to the banks of the Huangpu River with a spectacular activation that brought its legacy full circle. Onboard a luminous cruise ship transformed into a “time tunnel,” the brand staged a theatrical journey through history. Guests including Anne Cai, President of Moët Hennessy Diageo China; Vincent Montalescot, Chief Marketing Officer of Hennessy; Jackson Wang, Hennessy Global Brand Ambassador; and Kevin Zhu, Vice President of Sales, Moët Hennessy Diageo China gathered to traverse through time, unlock the journey to greatness, celebrate the upcoming new year, and honour the profound fusion and enduring legacy of Sino-French cultures.

On the occasion, Jingzhi Chronicle sat down with Vincent Montalescot, Chief Marketing Officer of Hennessy for an exclusive interview to explore a question few brands can answer at scale: how does a Cognac house with over 260 years of history remain culturally relevant in modern China?

The Chinese New Year Moment

The 2026 zodiac sign—the Horse—is a symbol of vitality, freedom, and aspiration. These themes closely align with Hennessy’s enduring spirit. Its limited-edition releases this year, titled “Gallop Towards Bright Perspectives”, include custom-designed gift boxes for both Hennessy X.O and V.S.O.P.

The packaging features bold silhouettes of galloping horses rendered in metallic copper and mineral tones. Sculptural lines are offset by deliberate negative space, achieving a balance of movement and restraint—a visual metaphor for strength and elegance.

“Chinese New Year holds deep emotional resonance for consumers,” said Montalescot. “It’s also a key moment for gift-giving, where aesthetic value and symbolic meaning matter just as much as product quality.”

According to consumer insights from 2025 Holiday Consumption Report, gift packaging is a primary decision driver in seasonal shopping, especially when it comes to premium spirits.

Recognizing this, Hennessy has adopted in an annual New Year collaboration strategy since 2018, and each year it co-creates collectible bottles with Chinese artists. The series has gradually become a ritual of its own, allowing the brand to evolve its creative voice while deepening consumer loyalty.

“These aren’t just gifts,” Montalescot explained. “They’re objects of emotion, memory, and even collection.”

From Chinese New Year to Chinese Flavor

Founded in 1765 by Irishman Richard Hennessy, the brand has long operated at the intersection of cultures. This duality—French craftsmanship with global fluency—has become part of its identity.

“Understanding the market is step one,” Montalescot said. “But to truly resonate, we also need to understand China’s culinary heritage and evolving dining culture.”

While Western consumers may associate Cognac with digestifs or cocktails, the spirit’s integration into Chinese dining dates back to the 1980s in southern provinces like Guangdong and Fujian, where Cognac became a popular pairing at banquets.

The brand formalized this connection in 2015 with its ongoing campaign “Rediscovering Chinese Flavor”—partnering with chefs, restaurants, and foodies to explore local pairings between Hennessy and regional cuisines.

“China is not one monolithic market,” Montalescot emphasized. “Consumers in Chengdu may be younger and more nightlife-oriented than those in the south. Drinking habits differ, and so must our approach.”

Today, Hennessy’s product portfolio spans multiple tiers, including Hennessy Classivm, V.S.O.P, X.O and ultra-premium collections.

This diversified matrix allows the brand to tailor offerings across regional markets, while maintaining a cohesive brand identity.

Grounding the Brand in Experience

Despite China’s highly digital commerce landscape, Hennessy continues to prioritize offline engagement as a way to understand local culture, build emotional connection, and anchor its storytelling.

“Young consumers in China love going out—music, nightlife, art, and community,” said Montalescot. “That’s where Hennessy wants to be—not just in bars, but in the cultural moments that matter to them.”

This philosophy is reflected in initiatives like the Hennessy Nightlife Campaign, combining music, digital art, and immersive brand storytelling. It’s also seen in regional activations that tailor product experiences to different drinking cultures across China’s cities.

Relevance Through Collaboration

Montalescot, who joined Hennessy after a long career in luxury fashion and communications, is no stranger to brand storytelling. For him, staying relevant means aligning the brand’s historic values with contemporary voices.

“Today’s consumer doesn’t just want celebrity exposure. They want cultural connection,” he said. “Our collaborators must feel authentic, not just famous.”

Hennessy’s partnership with Jackson Wang is a case in point. Appointed brand ambassador in 2022 and elevated to global ambassador in 2023, Wang’s involvement goes beyond surface-level endorsement.

Together, they’ve co-launched products like the Hennessy V.S.O.P x TEAM WANG Design limited edition and collaborated on a brand theme song, “henny”, written and performed by Wang himself.

“These collaborations are not campaigns—they’re relationships,” Montalescot said. “Jackson’s involvement has real depth. He is fully engaged in every collaboration and deeply embodies the brand’s core ethos, and this authenticity truly translates to genuine resonance with audiences.”

The same mindset applies to newer partnerships—like actor Dylan Wang, whose rising profile among Gen Z adds fresh resonance. Across all initiatives, the goal is the same: create long-term, multidimensional connections that reflect the evolving values of Chinese youth.

Innovation Anchored in Craft

In 2025, Hennessy introduced its first major redesign of the iconic X.O bottle in over 80 years. While preserving its original silhouette, the updated form emphasized sculptural refinement and elegant curvature—reflecting modern aesthetic sensibilities.

It’s a tangible example of the brand’s philosophy: evolving with the times while protecting core values.

“We must protect the integrity of the product, always,” Montalescot said. “Our master blender still tastes the eaux-de-vie every day at 11am. That commitment to quality is sacred.”

Timeless Values, Contemporary Voice

From Shanghai’s docks in 1859 to contemporary initiatives and art-filled cruises, Hennessy’s journey in China is one of constant reinvention grounded in respect.

“This is a brand that takes its time—time to craft, time to listen, time to adapt,” said Montalescot. “But even with change, we never lose sight of our foundation.”

As the brand charts its path forward, it continues to balance the weight of heritage with the energy of innovation—remaining both timeless and timely for the next generation of Chinese consumers.

*Please drink responsibly.