Maurice Hennessy on his cognac-making family’s legacy and the brand’s revered heritage

What is one of your most memorable memories growing up at the family vineyard?

We have had our vineyard since the 1790s when Richard Hennessy purchased it, and we still own it today. When I was a kid, I used to ride my push bike to school in Cognac, and stopping by the distillery on my way home from school was a little ritual of mine. At that time, it was coal-powered which was a lot of work since the coal had to be broken up. I would go say hello to the workers around 5 or 6 PM when it was already dark and cold. I know them well because they lived near my parents, and I loved the smell of the young cognac which was invigorating. 

Were you always interested in joining the family business?

When I was young, no. My father was a nuclear scientist and wasn't involved in the business, nor was he particularly fascinated by it. He didn't influence me to pursue it. However, my two grandfathers were passionate about growing grapes, maintaining vineyards, distilling and ageing. They sparked my interest.

Initially, I went to farming school with dreams of becoming a cattle rancher because I loved cows. It wasn't until my father passed away, and I inherited his farm, that I truly saw the potential and extraordinary nature of the family business. Before that, I had been working with cognac, but it wasn't hands-on. Now, I fully understand what it entails.

Do you remember your first day at work?

What I remember about my first day at work was my boss speaking to me in English and telling me, "Maurice, your English is bad." As a result, I was sent to England for a couple of months to work at a tea store in Piccadilly called Jacksons of Piccadilly, which no longer exists. I worked there as a standard trainee, and that experience led to me spending a lot of time in England working with salespeople.

During those early days, I had to pass an English exam and, as a family member, go through all the departments, including the bottling lines, starting from the bottom. It wasn’t about having a nice office or a desk; I didn't even have a desk if I remember correctly. But it was a great experience, and I enjoyed every bit of it.

What has been the highlight of your career?

Even though I'm technically retired, I still actively work. I’m 74, but I feel young and passionate about my work so there's no reason to stop working when I can still contribute and enjoy it. Many of my long-time customers want to meet me again, and I find that incredibly rewarding.

Some standout moments include the celebrations for Hennessy's 250th anniversary in 2015. We hosted incredible events in China, Moscow, Dublin, South Africa and New York. These occasions were filled with wonderful parties where we connected with customers, the press and many interesting people.

Another memorable event was the 220th anniversary celebration in Venice in 1985, which was truly spectacular. Additionally, I have fond memories of visiting Malaysia a few years ago. It's such a beautiful and welcoming country, and I'd love to return someday.

How do you see the future of Hennessy in the ever-evolving spirits industry?

I'm always reassured by the fact that we've been around for over 250 years. We've endured wars, crises, phylloxera, economic upheavals and even the German occupation during World War II. Despite these challenges, we've survived and thrived. Hennessy is bound to continue surviving and flourishing because our customers love the taste of cognac, and Hennessy remains a popular and respected brand.

Now part of LVMH, our management shares the same passion for the brand as the family did. Many new people discovering cognac are excited by the tradition and talent involved, from coopers making barrels to vineyard growers and tasters. Our president is very committed to sustainability, planting trees and hedges everywhere, a practice I started 20 years ago. This commitment to sustainability extends to our land management. When our vineyards are resting, we grow flowers that bees love, such as rapeseed and mustard seed, ensuring they have enough to eat. This whole process is very exciting and fulfilling.

Overall, Hennessy's future in the ever-evolving spirits industry looks bright. Our blend of tradition, passion and innovation will keep us thriving for years to come.

This year marks the 300th anniversary of Richard Hennessy. What are some of the things that you look forward to to celebrate this big milestone?

One event I'm particularly looking forward to is a special exhibition of antiques where I will be bringing my desk that once belonged to Richard Hennessy. I'm thrilled about this opportunity to showcase such a significant piece of our heritage. The desk will be carefully collected and displayed to ensure it receives the attention it deserves. 

What does the Hennessy legacy mean to you, and how do you hope to carry it forward?

I'm lucky. I've known my grandfather who epitomised the Hennessy legacy for me. My father was amazing, but he was a scientist through and through. His legacy was all about study and hard work. In contrast, my grandfather had a very humane approach to how you should treat people working with you and emphasised the importance of cultivating vineyards close to nature.

He instilled in me the significance of the quality of our wine and products. He used to say, "Nobody is compelled to drink Hennessy. If you don't make it good, nobody will drink it. We have to realise that Hennessy is successful because it's good. If you don't make it good, it will not be sold." This philosophy is so fundamental that it should be written into our family values. Cognac isn't essential to survive, but people choose it because they like it and it has to be well done.