[주류학] 꼬냑(Cognac)과 헤네시(Hennessy)사의 마케팅 전략
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- 2011.12.05 / 2019.12.24
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추천 연관자료
- 목차
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-Hennessy Cognac
-History of Jas Hennessy & Co
-Hennessy today
-News, Products & Anecdotes
-Hennessy Pure White Cognac
- 본문내용
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Hennessy today
Today, Hennessy is the leader in the Cognac business with international sales of around 50 million bottles a year. The company realizes its biggest percentage of profit through international export.
With the consistent launch of new products like the bottles “Pure White”, “Hennessy Black” (European launch in Sept 2010 in Frankfurt) or “Fine de Cognac”, Hennessy continues to open up new markets. The US Hip Hop scene is perhaps the best example. By making Cognac popular amongst Afro-American musicians, the drink has taken on a younger and more trendy image. Mix drinks such as Hennessy and Red Bull (Crunk Juice) or cocktails like Sin (Cognac and Gin) have introduced a whole new customer range. Rappers like Snoop Dogg, Busta Rhymes, P. Diddy and Kanye West are proclaimed Hennessy fans.
News, Products & Anecdotes
An interesting anecdote is that Maurice Hennessy, who was the CEO of the company at the end of the 19th century created the Cognac appellation XO – a blend of very old eaux-de-vies. Today, most of the cognac houses produce an XO bottle, it has become somewhat of a standard product to offer.
The rarest products are Cognac Ellipse, the Cognac Richard and of course the “Beaute du Siecle”, a particular blend of reserves designed by
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