Future is built by creating legends: Hennessy brand ambassador Guillaume de Guiteau

Guillaume de Guiteau, Hennessy cognac house brand ambassador, paid a 3-day visit to Armenia, within which exclusive master class was conducted by one of the 6 ambassadors, introducing the well-known cognac, a participant of which was 168.am as well.

During the master class de Guiteau elaborated on the process of cognac production—from the creation of the alcohol, its aging in barrels of French oak, pouring it from one barrel to another, tasting rules, also revealed the secrets of blending.

For the tasting with journalists Hennessy cognac house brand ambassador Guillaume de Guiteau has chosen three well-known Hennessy cognacs, always deserving high appreciation: V.S. (Very Special), V.S.O.P. (Very Superior Old Pale) and X.O. (Extra Old), through tasting and exchange of opinions the participants recognized and uncovered the real mystery of Hennessy.

Legend of world cognac production Hennessy House is one of the single companies, which evolved to world brand from family business, and for more than 2 centuries it’s considered creator and transmitter of world cognac making traditions.

Introducing history of the Hennessy house, ambassador Guillaume de Guiteau tells that history of famous cognac making originated in 1765, when during the army service of Luis XV, Richard Hennessy from Ireland was lucky to taste brandy produced in French city of Cognac. After the service Hennessy moves to France and founds his small business in Cognac. Thus, Hennessy gives a new type of alcoholic drink to the world, named “cognac,” which due to the Hennessy House is being circulated in the lexicon of the Europeans, not as the city name, but as an alcoholic drink. Already in the second half of the XIX century Hennessy House representative Morris Hennessy revolutionizes the world of brandy, proposing innovative approach of cognac tasting—classifying them by ageing, choosing the star symbol as an assessment criterion:

“Anyone from Hennessy dynasty, who inherited this business and possessed its secrets, is in love with the job and passes from generation to generation to his/her heirs. Maybe it seems to the many that the job of cognac makers is pleasant, however, it should be noted that it’s a rather difficult profession, at least for the point that every single day they have to test 40-50 types of cognac. In fact, this is a complicated and responsible process, to comprehend which it’s enough to know that to maintain the exclusive taste and quality, 7 specialists gather in the same place every day, sit on the same chair and test 40-50 types of cognac a day. Not to lose the sense of delicate flavor and correctly perceive the palatal taste they never use perfume,” Guillaume de Guiteau told reporters.

Providing details on the ritual of Hennessy cognac making, Guillaume de Guiteau introduced the magic stages of cognac making.

“Firstly, the primary juicy grapes are being selected, wine made of which we pour into huge copper containers meant for distillation. Only after the stage of distillation and at least after 2 years of ageing, the spirit may be a part of Hennessy cognac. And only cognac spirit from the crop of Borderies, Fins Bois, Grande Champagne and Petite Champagne vineyards have the honor of becoming a part of Hennessy cognac,”  Guillaume de Guiteau said proposing the participants to get acquainted with grape-flavor new and fresh spirit, which according to the guest, contains 70% of alcohol.

The next stage of brandy making is ageing,

“Ageing of Hennessy cognacs is a long process, in many cases lasting from decades to centuries. Cognac spirits are kept in semi-dark cellars of Hennessy House, matures in barrels necessarily made of French oak. Those barrels have been prepared from oak trees in the forest of Tronçais. Those barrels exceed 300 thousand in number.”

When the cognac spirit totally matures in oak barrels, it’s being poured to glass airtight bottles covered with grape branches. Due to that it preserves exclusive qualities for decades.

“Every second a bottle of Hennessy is being consumed in the world, and every year cognac, equal to 5 million bottles, vanishes in the air from the barrels. This share the French consider “share for angels,” that’s why angels are so kind and happy. I promise, after tasting you’ll have the feeling of angels,” Guillaume de Guiteau said.

After tasting the three prominent types of Hennessy, Guillaume de Guiteau proposed reporters enjoying fruit cocktails prepared on cognac basis, also noting that the brandy may be used with ice as well, which provides the opportunity to uncover quite new shades of its flavor.

Basic principles of Hennessy House are respect towards traditions and striving to changes. The spirit of Hennessy House which undergoes neither time nor circumstances, and original symbol of wealthy heritage of this dynasty is the “Founder’s cell.” Here each of cognac spirits has at least 50 and some of them—100 and more years of ageing. The oldest one has been made during Richard Hennessy—in 1798.

Legendary Hennessy House is one of the single examples, evolving to a world brand from family business. Hennessy is a part of Louis Vuitton, Moët Hennessy and champagne producer Moët & Chandon. Hennessy House produces more than 50 million bottles of cognac and holds the first place in the world by its sales index.

Asked about choosing the best cognac, Hennessy brand ambassador replied jokingly,

“Those enriched by chance and comparatively recently, as a rule, prefer having the strongest and the most expensive cognac in their houses, meanwhile sincere consumer, seeking for real taste, will necessarily look for and find his/hers.”

Did Guillaume de Guiteau taste Armenian brandy and can it contest with Hennessy? The brand ambassador replied,

“I tasted 10 year-old Ararat Brandy. I liked it….It’s not a contestant to Hennessy, although it has big potential.”

Guillaume de Guiteau was appointed as Hennessy cognac house brand ambassador in 2016. He devoted 20 years of his career to Hennessy brand. He has headed Hennessy since 1995, then he was the head of public relations department of Moët Hennessy, and in the period of recent 5 years— Moët Hennessy risk assessor.

By Nvard Manvelyan