This archive report was first published on 23 December 2019.
Hennessy's Global Ambassador Benjamin Smith on Luxury Cognac in Kenya ¶
Benjamin Smith, the global ambassador for luxury drink Hennessy Cognac, recently hosted a pairing dinner in Nairobi, where he shared the rich history of the French Cognac and its long history with Kenya spanning over 100 years.
Published on December 23, 2019, Smith took attendees through the history of Hennessy, which has been in existence for over 250 years. He also highlighted the brand's long history with Kenya, dating back to 1898, over 100 years ago.
Smith, who has been the global ambassador for Hennessy for one year, has visited Kenya three times, indicating the importance of the market for the brand. Before taking on the role, he worked for Hennessy in Australia for 10 years.
As a global ambassador, Smith's role involves studying the African market and working with the African team to implement plans developed in France. He also engages in events, training, public relations, and media to get feedback from the market.
Kenya is one of the most dynamic countries in the world for Hennessy, with exciting new occasions and venues attracting diverse consumers to the brand. The country is the third-largest Hennessy market in Africa after South Africa and Nigeria.
Smith attributed the brand's success in Kenya to its ability to understand the product and plan strategically with the distributor and the Kenyan team. He also highlighted the importance of maintaining a long-term relationship with clients, which is mindful of the brand's quality and pricing.
However, Smith acknowledged that the scarcity of the brand could affect prices, but the company has several ways of improving production, including buying raw materials from others and increasing grape production in France.
When asked about the nature of the product, Smith explained that Hennessy has different pearls, including Very Special (VS), Very Superior Old Pale (VSOP), and Extra Old (X.O), which take years to produce. He also explained that the cognac is a type of brandy made from grapes and that the company reuses its barrels many times to mature the eaux-de-vie.
