HENNESSY’S PERSONAL CONNECTION WITH CONSUMERS IN AFRICA IS THE DRIVING FORCE BEHIND ITS SUCCESS IN THE CONTINENT

“For things to remain the same, everything must change.” No other saying captures the heart of Hennessy, the world’s best selling cognac, and its relationship with the African consumer as well as this one.

Despite starting in a market where scotch and traditional brandy were tipple of choice and cognac as a liquor category was non-existent, Hennessy has seen major success in Africa. The brand is currently the number one selling cognac in Africa, as well as a leader in the premium spirits category with consistent double-digit growth over the last 10 years.

“It’s so much more than just our business model that has driven our success in Africa,” says Pascal Asin, Managing Director: Africa and Middle East at Moët Hennessy, who has been supervising the Hennessy brand forward in Africa for more than a decade. “It’s about adapting the legacy of our brand in such a way that it is culturally relevant to the local market, while retaining its iconic essence.”

Since entering the African market about 15 years ago, Hennessy has successfully integrated itself into the local market by, mainly, building relationships and partnering with the locals, and by learning from consumers.

This is not unlike the approach that Hennessy’s founder took in 1765. Richard Hennessy, an Irish officer who was serving the army of King Louis XV, moved to Cognac in France with one desire: to create the world’s most superior cognac.

Richard Hennessy’s philosophy and practice of adapting and adopting to its environment still rings true for the brand today. “Richard was Irish by birth but when he moved to France, he took on the authentic ways of Cognac to create the world’s most superior cognac,” explains Asin.

THE UNBREAKABLE BOND

It only takes five minutes in the nightclubs of the cosmopolitan African cities of Johannesburg, Lagos, Nairobi, Accra and Dar es Salaam to understand how well Hennessy has assimilated with their consumer, and the auspicious manner in which consumers respond to the luxury cognac.

Says Asin: “Hennessy and the consumer in Africa have a very special relationship: there is a strong emotional connection between the two, and the significance of the brand here is unlike elsewhere in the world. In many countries, cognac is still seen as the old-fashioned drink favoured by an older, affluent generation who enjoys it as an after-dinner toast near a cosy fire while puffing on a cigar.

The typical consumer in Africa, however, is young, aspirational and middle-class: the man whose ambition and inner drive will steer him to realise his full potential. It’s customary for him to meet his friends and colleagues in their favourite club or pub at the end of the day or week to celebrate their journey to success. They will also, most likely, drink Hennessy from a balloon glass – a ritual that is often viewed as archaic in other parts of the world. Yet, in Africa, the balloon glass differentiates the Hennessy drinker from the rest of the crowd: it’s the symbol of the relentless African spirit of conquest.”

Mixology is another contributing factor that solidifies the bond Hennessy holds with the consumer in Africa. “Hennessy is mostly enjoyed neat in the more traditional parts of the world. But in Africa it’s consumed in various ways – from neat, over ice in a balloon glass, with a mixer in a tall glass or as part of a cocktail. It’s this authentic African way of enjoying Hennessy that forms part of the consumers love and affections for the brand,” says Asin.

MOMENTUM THROUGH MUSIC

Hennessy’s ethos of fully integrating into the local market has made them particularly successful in South Africa, Nigeria, Ghana, Kenya and Tanzania. It’s also helped establish a deep-rooted loyalty from their consumers.

Mainly because Hennessy understands that the consumer in Africa is hungry for experiences that resonate with them on a very personal level.

The brand’s long-time connection with music, especially, helps to create and capture such moments. “Since the 19th century, music has been a strong influencer to our success around the world. More recently, the Hip Hop genre, particularly, has played a significant role in how Hennessy was received by the African market, and how it is enjoyed on the continent today,” explains Asin

At the time when Hennessy first explored the African market in the ‘90s, the brand had become a cultural icon in the Hip Hop movement in the US with rap masters like The Notorious B.I.G, 2Pac and Rakim, who regularly referenced Hennessy as their drink of choice. “Hennessy had become a status symbol to a more youthful generation who were, like the rappers, aspiring to succeed in their endeavours. The music soon transcended the borders of America into Africa, where it helped Hennessy gain a huge following with the local market who, too, were ambitious in their ventures,” explains Asin.

Interestingly, one of Hennessy’s first commercials in Africa was their international Never Blend In campaign, featuring rap-legend Rakim. “Rakim had a strong social reference with the consumer in Africa as his music was so popular here. Moreover, the Never Blend In message strongly resonated with the Hennessy drinker in Africa: like Rakim, they also didn’t want to blend in and Hennessy would help them stand out from the crowd.”

In 2012 Hennessy started a partnership with US Hip-Hop hero Nas – a venture that once again established why the luxury cognac is a brand for the people and a brand that allows people to mould it into their own personal preferences.

In Africa specifically, Hennessy has partnered with the homegrown talents of rappers D’Banj, 2face Idibia, Wizkid, Naeto C and M.I, all of whom are starting to gain global acknowledgement and which has made the brand even more appealing to the local market. “By coming alongside these artists – be it for music events and artist collaborations – we are able to give our consumers in Africa the
essence of what they are after: experiences that speak to them on an authentic, personal level.”

A WORK OF ART

Art is another aspect that’s deeply entrenched in Hennessy’s DNA, and one that keeps driving the brand forward in America, Europe, Asia and, more recently, in Africa.

Every year Hennessy collaborates with a contemporary artist or designer to design the label for the Very Special limited edition bottle. Last year street artist Shepard Fairy – whose eye-catching design that spoke of the brand’s quest for excellence and passion for tradition and innovation fronted the 2014 bottle – created a wall mural of Nelson Mandela in Braamfontein as part of the brand’s South African stop on the Very Special World Tour.

“Art is so ingrained in the African culture, and Hennessy’s artist collaborations have proven to be highly successful with the local market: it’s a key entry point for us to connect with consumers in
Africa as well as affording us opportunity to create authentic encounters with them,” says Asin.

Hennessy will continue its artistic spirit into the next 250 years, but not before celebrating the last 250 historical years in true creative flair with the ‘Hennessy H250 Tour’.

The touring exhibition is curated by Hervé Mikaeloff and is created to highlight the artists who are consistently pushing the boundaries of culture forward. Complete with live exhibitions and shows spanning the globe, the tour will touch five continents in legendary locations throughout 2015. Circa Gallery in Johannesburg was selected to represent the African leg of the tour and, in addition, will also feature the work of South African artist Dineo Bopape alongside the internationally renowned artists like Anton Corbijn and Charles Sandison. The exhibition will be showcased from 19 – 28 August 2015.

In addition a special H250 Collectors Blend was also created specifically for the brand’s 250th anniversary and, as is to be expected with an artistic and creative brand, it also comes in a strikingly beautiful designed box. Furthermore, with only 250 barrels of the blend available worldwide, it truly makes for a once-in-a-lifetime collectors’ item.

To follow the exciting places visited during the Tour, follow Hennessy’s official reporter for the 250th Anniversary World Tour on Facebook (JeremyAndTheHennessyTour), Twitter (@JHennessytour) and
Instagram (JeremyAndTheHennesyTour).

For more information, please visit www.hennessy.com/en-africa or join the conversation on Facebook (HennessySA) and Instagram (HennessySA).