By Kenneth Kwama

France-based luxury goods company Moet Hennessy Louis Vuitton (LVMH) has upped the ante in the local wines and spirits market by formally launching Hennessy Cognac — a brandy for high-end users.

The company wants to expand its reach beyond traditional drinkers of cognac — the most famous variety of brandy, by widening its net to capture more consumers of expensive spirits.

Hennessy, which was launched yesterday at an upmarket pub in Nairobi, marked the French company’s first major product launch in the country, although the spirit has been available locally in upmarket outlets.

"The brand is superior because it is for all moments. You can nest it on the rocks with crushed eyes water soda or cocktail to suit the moment, mood and passion," said Bruno Vanzan, world champion in bar performance and mixing, who accompanied the French company’s executives to the launch.

Bruno sees the effort as a way to reach out to more consumers in the luxury premium market.

Hennessy is one of the four leading cognac brands in the world, commanding an impressive 35 per cent of the world market.

The others include Remy Martin, Courvoisier and Martell.

The brand wants to build on that growth with a product that targets a bigger demographic.

Traditionally, cognac-drinking consumers have been older and more affluent, but the situation has changed in the past few years as hip-hop artists, like Jay-Z, backed up by celebrities like Bruno, who have incorporated the spirit in popular culture. Hennessy was established in 1765 and is classified as a luxury brand. LVMH’s has a portfolio that includes 60 brands.

The business activities of the firm are divided into five business groups including wines and spirits, fashion and leather goods and perfumes and cosmetics. It also has branches that deal in watches and jewellery, and selective retailing.

According to French Law, to bear the name Cognac, the production methods for the distilled brandy must meet defined legal requirements, ensuring strict conformity with a 300-year old production process.

It must be made from at least 90 per cent of three types of grapes found in France.

It must be distilled twice in copper pots and aged at least two years in French oak barrels.

Most cognacs are aged considerably longer than the minimum legal requirement of two years, because cognac matures in the same way as whiskies and wine when aged in a barrel.