An LVMH veteran takes the helm of one of the world’s most iconic Cognac houses.

At the LVMH pavilion, Hennessy showcased its initiatives and strategies from multiple dimensions—including products, craftsmanship, artist collaborations, and sustainability—highlighting the brand’s efforts globally, with a particular focus on China.

Last month, the globally renowned spirits company, Edrington Group, held a launch event in Shanghai for their premium Scottish single malt whisky brand under their umbrella: The Macallan, introducing The Macallan Litha.

Using videos to tell their stories and furthering the main theme of sustainability.