Hennessy taps into Asia with first flagship store in Shanghai

Hennessy has unveiled its first flagship retail store in Asia at Taikoo Li Qiantan, a high-end retail destination in Shanghai, to create immersive experiences for customers. 

The launch represents a new chapter for Hennessy in China and a prime opportunity to deepen dialogue with Chinese consumers.  

This comes as the cognac house has long enjoyed a strong reputation among consumers, adapting and diversifying its business model, and connecting with people in particular through collaborations with Chinese artists.  

Every aspect of the new flagship has been honed to create a sophisticated space, with a design around the concept of “Crafted by Men, Forged by Time”, according to the release.  

The store hopes to bring consumers an immersive experience, inviting them to discover Hennessy’s exceptional cultural heritage with exhibitions and tastings.  

At the heart of the store, the Master Blender Table acts as a time capsule, recounting the stories of eight generations of Master Blenders and artisans who have nurtured Hennessy cognacs over the years.  

The full range of Hennessy products is featured, from the classic Hennessy V.S.O.P and Hennessy X.O to Rare Editions such as Hennessy Paradis and Hennessy Richard, providing an extraordinary panorama of the Maison’s 250-year heritage.   

In addition to its emblematic products, the Hennessy also proposes tasting and personalisation services to ensure that each customer enjoys a memorable bespoke experience.  

With this exceptional store in Shanghai, Hennessy anchors its engagement with Asian consumers, inviting cognac lovers on an exceptional journey around cognac that is aligned with growing demand for high-end products and services.   

MARKETING-INTERACTIVE has reached out to Hennessy for more information. 

Don't miss: Hennessy V.S.O.P and Jackson Wang take consumers on an immersive journey

Back in November 2023, Hennessy V.S.O.P unveiled a brand campaign featuring a member of South Korean boyband Got7 Jackson Wang, to create an immersive experience for consumers and promote its limited-edition collection.

The campaign featured four exclusive videos produced inside the Château de Bagnolet in Cognac, France, where Wang explored the Maison, uncovered Hennessy secrets, and made a few fascinating discoveries beyond his imagination.

In the first completely immersive journey of its kind, the star invited his audience to experience the history, art de vivre and secrets behind Hennessy V.S.O.P, a blend since its creation more than 200 years ago. 

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