As the maison approaches another landmark year, Boillot intends to continue breaking boundaries and embracing the future (All photos: Hennesy)
The most impressive legacies are the ones built on generations of hard work, modernisation and pure genius. For Hennessy, the famed cognac label beloved by the world’s wealthiest C-suite executives and hip-hop’s biggest rappers, the journey took exactly 300 years — starting with the birth of its founder Richard Hennessy in 1724. He was an Irish Jacobite military officer and entrepreneur who, at 19, elected to leave his homeland for France, where he would join the French army and then the cognac trade after his retirement.
Now, with an unshakeable presence in over 160 countries, Hennessy’s name alone invokes the essence of an industry giant, a pioneer of sustainability and symbol of luxury and affluence. And no great army is complete without an accomplished general to lead it. At Hennessy, that figure is none other than CEO Laurent Boillot.
In 2020, Boillot stepped into the role with no shortage of experience under his belt. Earlier in his career with luxury conglomerate LVMH, he helmed Guerlain, a brand known best for its anti-ageing beauty products and fragrances. In 2016, he founded Cha Ling, a Franco-Chinese skincare focusing on products formulated with Pu’er tea. It was these two cross-industry instances that opened his eyes to the endless methods and possibilities to innovate upon high-end goods while keeping history at the core.
“Cha Ling was born from an ecological dream to help protect the tea forests in Yunnan, China. It is an example of how luxury products can be developed responsibly while honouring ancient traditions. So, this cross-industry experience allowed me to bring perspectives and new ideas to Hennessy. Guerlain showed me the importance of balancing heritage with contemporary relevance,” he says.
“Our commitment at Hennessy is to transmit exceptional quality and craftsmanship, ensuring every bottle reflects our storied legacy as well as our biodiversity protection efforts. We explore new ways to engage with consumers through exclusive events and collaborations with artists and designers. These efforts keep Hennessy culturally relevant and connected to our audiences.
“We honour our legacy by maintaining the traditional methods of cognac production that have been passed down for generations. At the same time, we strive to stay relevant in the new age by embracing contemporary marketing techniques and digital platforms to reach new audiences. I believe storytelling is the key to connecting our rich history with our ever-evolving consumers.”
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Greener futures
In the luxury goods realm, cognac houses are among the most trailblazing. However, it was not all sunshine and rainbows, and with climate change on the rise, Boillot foresees much more hardship ahead. “The most important challenge we face is the conservation of living ecosystems. The environmental crisis needs a rapid and large-scale response,” he explains.
This is easier said than done, made only trickier by the fact the brand does not own all of the vineyards that contribute to making its cognac. It only directly manages about 180ha, while 33,000ha more are the property of partnered vignerons. As the majority of the land used is not actually the maison’s, ensuring the best sustainability practices are consistently implemented can be tough.
Regardless, Boillot has faith that with perseverance and application of the Cognac Environmental Certification strategy, the journey towards eco-conscious agriculture and production will no longer be a far-off dream, but a realistic and attainable goal within the next handful of years. The CEC highlights five key objectives: promoting biodiversity; ensuring water, air and soil quality; encouraging limited spraying; sustainably managing soil life; and aiming for carbon sobriety. A total of 24 requirements must be met to fulfil these goals, which is intended to be achieved by all of the region’s farmers and manufacturers by 2028.
Within the brand itself, though, is where Boillot has the most reach. He says: “Our corporate social responsibility initiatives are structured around two fundamental pillars: environmental and social accountability.”
A champion of nature and biodiversity preservation, the producer employs a multifaceted approach that focuses largely on “agroforestry practices, regenerating soil health and diligently reducing carbon and water footprints”. Meanwhile, Boillot assures that the social pillar is addressed by nurturing in-house talents, cooperating with local stakeholders and engaging with the
global community.
“Our sustainability efforts focus on agroecology in our vineyards, where we promote zero herbicide practices. We collaborate with our 1,600 winegrowing partners to explore innovative solutions and ensure the excellence of our products is rooted in sustainable farming. Additionally, we are dedicated to preserving biodiversity through our Forest Destination programme and developing agroforestry in vineyards by offering winegrowers aids for planting 1,000km of hedges over the past 10 years.”
All these culminate in the brand’s Living Landscapes vision, a commitment to preserving and protecting the cognac terroir, not only to guarantee unwavering quality, but to safeguard the nature and traditions of the region that will one day be inherited by younger generations. As Boillot says, the maison’s “aim is to leave a legacy that is not only beautiful but profoundly alive”.
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Evolving with the times
Despite Hennessy’s lionised status, Boillot and all who work alongside him are constantly on the lookout for new ways to merge technology, pop culture and age-old customs. After all, one must keep up with the times. A particularly poignant example of this intersection was the Made for More campaign. Starring British actor Damson Idris and American singer Teyana Taylor, two prominent and recognisable figures in 21st century media, the project introduced a menu of 18 cocktails crafted by mixologists from around the world to showcase the endless versatility of the V.S range.
Another of Hennessy’s greatest inspirations has been the NBA, or the National Basketball Association in the US, with whom it has produced an array of exclusive coffrets. This partnership solidifies both parties’ identities as game changers in their respective fields. One of the most recent was the Hennessy Limited Editions by LeBron James, a special bottle and gift box honouring the legendary Los Angeles Lakers player. On the bottle and box, a purple and orange illustrative portrait of the basketball icon catches the attention of spirit and sports fans alike. “The Hennessy Bras Armé (its axe-wielding logo) is reimagined too, sporting a sleeve as a tribute to LeBron and intertwined with his trademark crown. The fresh, vibrant and distinctive design is a nod to his impact on and off the court,” says Boillot.
The wider basketball community was the focus of the In the Paint project, an initiative with the NBA that gives back to the public by revitalising old courts around the world. Boillot notes how these locations are “important meeting places” that play a role in strengthening bonds. “The programme actively seeks out local artists whose work serves as a catalyst for social transformation and who share a deep connection with both the sport and urban art culture. As a result, the project not only celebrates local communities but also spotlights creatives, enabling them to convey compelling narratives through their artistry.”
Cultural diversity and inclusivity beyond the Western world also play a key role in making Hennessy not just an example of French excellence, but an international treasure. For the incoming Year of the Snake, it has tapped Shanghai-based fashion designer Shuting Qiu to release a range of bottles decorated with intricate brocade patterns and snake motifs, embodying a contemporary look that resonates with the global Chinese collective as well as younger generations hungry to see something fresh.
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It is through accomplishments like these that Hennessy has been able to gradually shed cognac’s widespread stuffy reputation as an “old man’s drink”. Age is not the defining trait of those who love the prized brandy. It is the “discerning consumers seeking rarity and refinement” that live at the nucleus, and this is clearly shown in the one-of-a-kind experiences, exhibitions and releases that never cease to inspire a new epoch of cognac lovers.
As the maison approaches another landmark year, Boillot intends to continue breaking boundaries and embracing the future. “My goal is to ensure every bottle of Hennessy embodies our legacy of craftsmanship while offering something unique and extraordinary.”
Even though his current position brings him all around the world, his presence and passion for cognac is most felt by those who work closest with him, to whom he is a guiding force. “What motivates me the most in my role is to preserve, enhance and transmit such a profound heritage, and to steer it to even greater heights,” he comments.
Of course, taking things on in the company of equally zealous people makes the job that much better. “It is a privilege to work with a team that shares my passion and dedication for excellence and innovation. Together, we are committed to achieving Hennessy’s goals and securing its unbroken success in the world of luxury spirits.”
Asked to name a role model who has shaped his leadership philosophy, Boillot instantly thinks of Jean-Jacques Guerlain, founder of the Comité Colbert, an association started in 1954 “to unite a group of prestigious French houses to reinstate the art of living”. As fate would have it, he is the affiliation’s current president and hopes to channel Guerlain’s astute understanding of the power of working together, even with competitors, and dedication to amplifying craftsmanship and excellence.
“His inspiring vision taught me the importance of promoting our heritage passionately, transmitting our expertise patiently and developing sustainably. These values mould my leadership principles at Hennessy. I aim to foster a culture of innovation and collaboration, ensuring that we continue to honour our legacy while pushing the boundaries of what is possible.”
This article first appeared on Dec 9, 2024 in The Edge Malaysia.
