Why the Henny-rita is key to Hennessy winning over a new generation of cognac drinkers

Many brands work overtime courting high-income consumers. That’s never been a problem for 259-year-old cognac brand Hennessy. Even amid a 17% decline in U.S. cognac sales volume, according to beverage market insights firm IWSR, it continues to index well among deep-pocketed drinkers. In fact, Cory Soutar, vice president of global marketing for the Hennessy’s premium range of spirits, says cognac is “in a challenging situation because it’s seen by consumers as something that’s quite...