Hennessy - Marketing Luxury Products

Hennessy Anthony Politelli March 26, 2009 MBA 596 merchandising Luxury Products Table of Contents initiation fib Products Brand Leveraging Competition Marketing entering Hennessy, or more specifically, Jas Hennessy & Company has established itself as an familiar French winery and is one of the co-leaders of the prestigious luxury goods company, LVMH (Louis Vuitton Moet Hennessy). Hennessys specializes in the sale of cognac which is a brandy distilled from white whine and distilled in the vicinity of Cognac, France. Cognac is considered by umteen to be one of the finest, if non the finest, of all spirits. It is made from the white grapes grown in the Charante approach of France and is described after the town of Cognac in the French component part of Charante. The name cognac is sometimes referred to as burnt wine referable to the serve up in which is it made being subjected to a double heating. Hennessy has had an extensive history and has been t he drink of choice for many prominent figures throughout history. Hennessy has a dominant commercialise office occupying more than 40 percent of the worlds cognac market share. It sells approximately 50 million bottles of its product per year worldwide.

History Tracing the history of Hennessy clog to its early beginnings will pay back you back to 1765 to Cognac, France where an Irish aristocrat Richard Hennessy established an Eaux-de-vie trading business. As thanks for being a mercenary for King Louis XV, Hennessy was minded(p) land which would serve as the location for his newfound cognac business. A few years subsequent in 1974, Hennessy began its first continental delivery of Hennessy Cognac to the United States. In 18! 00, Hennessy appointed Jean Fillioux as its first Master blender and he later coined the tag Jas Hennessy & Co. Today we think Hennessy as a luxury drink, as it is typically associated with many celebrities and higher(prenominal) class individuals. This tradition, however, began in the early eighteen...If you penury to get a full essay, order it on our website: OrderEssay.net

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