In 1859, 25 cases of Hennessy Cognac, each containing 12 bottles of the 1857 vintage “pale Eaux de Vie,” made their way to China, marking the beginning of a 166-year bond between the brand and the Chinese market.
This year marks Hennessy’s 260th anniversary. In May, Charles Delapalme, who was appointed President and CEO of Hennessy, attended the 8th China International Import Expo (CIIE). With a distinguished career in the luxury sector, Delapalme joined LVMH in 2005 and has held key positions at major fashion houses including Louis Vuitton, Fendi, and Dior. Now stepping into the world of fine spirits to lead one of the most iconic Cognac houses, he shared with us his leadership perspective and insights into Hennessy’s localized strategy in the Chinese market.
Charles Delapalme, President and CEO of Hennessy, at the CIIE
Cultural Bonds and Innovative Expression: Twin Drivers Behind Hennessy’s Deep Commitment to China
Over his 20-year tenure with LVMH, Mr. Delapalme has visited China numerous times, traveling extensively across the country and witnessing the evolution of its luxury market. Speaking at the CIIE opening ceremony, he said with a smile, “It’s great to be back in China. For the past 20 years, I’ve visited at least once a year. Not just to Beijing, Shanghai, Guangzhou, Shenzhen, or Chengdu, I’ve even been to Harbin! Today, China is one of Hennessy’s most important markets globally.”
“Innovation is our responsibility—to ourselves and to our customers. As a brand with a 260-year legacy, we maintain an enduring passion for innovation and strive to deliver ever-evolving experiences for consumers and partners alike,” said Delapalme. In the Chinese market, cultural insight has always been the starting point for Hennessy’s innovation. “We’ve had ties with China for 166 years, and over that long history, a profound integration has taken place.” This deep-rooted cultural bond is the foundation of Hennessy’s sustained growth in China.
Historically, southern coastal regions such as Fujian and Guangdong have been key markets for Hennessy, with strong consumer loyalty. Today, the brand is expanding its reach to a broader audience. While consolidating its stronghold in South China, Hennessy has strategically extended its presence into North, West, and East China, steadily building a nationwide distribution network.
In 2023, Hennessy opened its flagship store at Taikoo Li Qiantan in Shanghai—the brand’s first retail flagship in Asia. This milestone underscores the significance of the Chinese market in Hennessy’s global footprint. “We have stores all over the world, but only two flagship stores that showcase our full product range: one in France, and one right here in China,” Delapalme emphasized.
Hennessy Flagship Store, Taikoo Li Qiantan, Shanghai
With this understanding, the brand has increasingly fused Chinese cultural elements with contemporary brand narratives through a variety of innovative and cross-cultural practices.
Since 2018, Hennessy has partnered with Chinese artists to launch limited-edition Chinese New Year collections. This series-based approach has strengthened brand recognition around traditional holiday consumption. At this year’s CIIE, Hennessy debuted its 2026 Bingwu Year of the Horse limited-edition collection, featuring four product lines: Hennessy V.S.O.P, Hennessy James, Hennessy X.O, and Hennessy Paradis.
Hennessy 2026 Bingwu Year of the Horse Limited-Edition Cognac
Also unveiled was a new collectible Horse Zodiac Edition, limited to just 50 bottles worldwide. Crafted by Renaud Fillioux de Gironde, Hennessy’s eighth-generation Master Blender, the blend uses rare eaux-de-vie from previous Year of the Horse vintages. This fusion of Chinese zodiac culture and Cognac-making craftsmanship offers a fresh perspective on cultural storytelling within the local market. Delapalme praised the concept, saying, “It’s a true innovation that deeply integrates Chinese and French cultures—revitalizing the experience from the inside out.”
Hennessy Horse Zodiac Limited Edition
To meet the diverse preferences of its consumers, Hennessy has developed a nuanced communication strategy. “Our customer base is broad—some love the richness of X.O, others favor the elegance of Paradis, and some enjoy V.S.O.P in nightclubs,” Delapalme explained. “We tailor our messaging to suit different audiences, settings, and consumption styles, and we’re always bringing something new.”
The Hennessy X.O “Spirit of Travel” City Editions were created under this approach. Inspired by Chinese cities like Shanghai, Shenzhen, and Hainan, the collection fosters deeper emotional connections with target consumers.
Hennessy X.O “Spirit of Travel” City Edition Series
Beyond product innovation, Hennessy continues to strengthen its emotional resonance with younger Chinese consumers through cultural engagement and creative collaborations. Since 2020, the brand has supported the Sino-French craft exchange program “The Hand of Wisdom” under Art 8’s Jin Feng Tai initiative, helping young Chinese artisans gain exposure in France and promoting the sustainable transmission of craftsmanship—building a cultural bridge between China and France.
Its partnership with artist and musician Jackson Wang illustrates Hennessy’s commitment to embracing the younger generation. In 2022, Wang became a global brand ambassador as part of Hennessy’s youth-oriented strategy. Their collaborative Mid-Autumn Festival V.S.O.P release featured a bold, modern design that strongly resonated with younger consumers.
Innovation is also evident in the evolution of Hennessy’s iconic classics. This year, the brand introduced a newly designed collector’s bottle for the X.O Cognac, originally created in 1870 by Maurice Hennessy—the world’s first “Extra Old” Cognac and a flagship product for the house.
“The X.O bottle design we all know today is iconic—it has left a lasting impression on consumers,” Delapalme remarked. The redesign maintains its classic DNA while incorporating a contemporary aesthetic, embodying Hennessy’s philosophy of “innovation through heritage.”
New Hennessy X.O Collector’s Bottle Design
Hennessy’s Core Mission: Preserving Excellence Through the Passage of Time
In the world of premium spirits, maintaining exceptional quality across nearly three centuries is no small feat. Hennessy’s unwavering pursuit of excellence is reflected in every stage of its production—from grape cultivation and harvesting to distillation, eaux-de-vie selection, aging, and blending.
In the Cognac Protected Designation of Origin region in France, Hennessy relies on Ugni Blanc grapes, prized for their high acidity and low alcohol content. Through double distillation in traditional Charentais copper stills, the wine is transformed into Hennessy’s signature pure eaux-de-vie. These are then aged in carefully selected oak barrels, where distinct microclimates within the cellars give rise to complex flavors. Every year, under the guidance of the eighth-generation Master Blender, Hennessy’s tasting committee evaluates over ten thousand eaux-de-vie to ensure consistent quality and taste.
“The mission I’ve inherited is to carry forward this remarkable legacy, to honor it, and to continue seeking breakthroughs in our time-honored craft—elevating the quality of our spirits so that tomorrow’s Cognac is even finer than today’s,” said Delapalme.
Hennessy Estate
Delapalme further emphasized that the brand’s most fundamental mission is to preserve exceptional quality over time. “That requires us to be both boldly innovative and unwavering in our commitment to the standards that have been passed down year after year.”
Hennessy traces its origins back to 1765, when Richard Hennessy founded the house that still bears his name. Since then, built on the founder’s vision and the dedication of two families, this gem of Cognac—born of terroir and craftsmanship—has journeyed across time to reach more than 160 countries around the world.
As early as 1794, the first shipments of Hennessy Cognac reached New York. In 1859, the brand made its debut in China, making it one of the earliest LVMH brands to enter the Chinese market. The founding spirit of courage, determination, and pursuit of excellence continues to power Hennessy’s growth to this day.
Now, under the leadership of Delapalme, Hennessy is forging ahead, striving for the ideal balance between tradition and innovation. “As the new CEO standing before a brand with such a storied history, I approach this role with humility. It is the brand’s centuries-long commitment to refining its product, year after year, detail by detail, that has earned Hennessy its reputation for quality among consumers around the world,” he reflected.
Sustainability: At the Heart of All We Do and Create
Hennessy also demonstrates long-term vision when it comes to sustainability. “At its core, every drop of Cognac comes from nature—grapes, water, and oak are the only elements that shape its character. So sustainability is not just a responsibility, it’s at the heart of everything we do and create,” Delapalme stated.
At the CIIE opening forum, Hennessy’s Director of Sustainability, Nathalie Meurer, shared updates on the brand’s progress: “We’ve planted 200 kilometers of hedgerows around our vineyards to enhance biodiversity. We’ve been actively reducing air freight, relying more on sea and rail transport. Most recently, we completed a shipment by sailboat for the first time—reviving and paying tribute to the shipping methods used two centuries ago. We truly hope that one day soon, we can bring our Cognac to China via these same sailboats.”
Sustainable Viticulture in Hennessy’s Vineyards
Guided by its sustainability vision, Hennessy launched the global “Forest Destination” initiative in 2020, aiming to restore 50,000 hectares of forest worldwide by 2033. By the end of 2024, the brand had planted 2.5 million trees in Inner Mongolia and Guizhou, China, restoring 1,092 hectares of forest ecosystems. These efforts have not only improved local ecological conditions but also provided strong support for the economic development of surrounding communities.
Hennessy’s “Forest Destination” Initiative in Guizhou, China
Over the course of 260 years, while delivering outstanding quality, Hennessy has continued to forge deep, meaningful connections with consumers across generations—bringing new life to Cognac in a contemporary context.
This enduring vitality stems from the brand’s commitment to quality, its drive for innovation, its respect for culture, and its sense of responsibility toward the future. Rooted in heritage yet ever evolving, this balance of preservation and progress has defined Hennessy’s spirit for more than two centuries.
｜Image Credit: Courtesy of the brand
｜Editor: LeZhi
