This archive report was first published on 6 December 2019.
On the eve of the festive season, cognac maker Hennessy is intensifying its efforts to establish a strong presence in Kenya's luxury drinks market.
Benjamin Smith, Hennessy's business development manager for Africa and the Middle East, recently visited Nairobi to train at least 100 bartenders on making cocktails with Hennessy cognacs.
According to Mr Smith, the trainings are part of Hennessy's strategy to tap into the growing cocktail scene in Nairobi, which he believes has the potential to become a major market for the brand.
'We see a cocktail scene emerging in Nairobi, and we're excited about the opportunities it presents,' Mr Smith said during an interview with BDLife.
Hennessy has been encouraging consumers to mix cognacs with other drinks for variety in taste, and the brand has been working closely with bartenders to create new cocktails that showcase the versatility of its products.
Mr Smith, who has been handling Hennessy sales for the region since 2018, believes that cognac is a good choice for anyone who wants to gift another, especially during the festive season.
'As a gift, cognac can be given to someone who appreciates a luxury product, and it's a beautiful way to make a statement,' he said.
However, Mr Smith noted that Kenya lags behind South Africa and Nigeria in consumption of cognac in Africa, and the brand is keen on widening its reach in the country.
To boost sales, Hennessy has been educating retailers on its products and encouraging sellers to spruce up their displays, including the use of beautiful visual display units.
Mr Smith also highlighted the importance of nightclubs in the brand's strategy, saying that Hennessy has traditionally been strong in this channel and wants to continue working hard to maintain its presence.
