We all know Hennessy X.O. means Extra Old and extra fancy. The description suggests a set of strict rules for cognac consumption: serve it neat or with a splash of spring water, at room temperature, in a tulip glass, after dinner, maybe with cigars. But lately even the biggest alcohol brands are embracing an “anything goes” mentality and introducing new ways to enjoy drinks—and winning over new fans in the process. We saw this in action when Hennessy X.O. launched its new Odyssey campaign at Green Sun with a brand film by Drive director Nicolas Winding Refn.
https://www.youtube.com/watch?v=u3W8-uUMaKg
Taking inspiration from the campaign tagline “Each drop of Hennessy X.O. is an odyssey,” the film explored the seven chapters of savoring Hennessy X.O. The sensory experience was complemented with a tastescape consisting of small bites that represented the cognac’s flavor journey: sweet notes, rising heat, spicy edge, flowing flames, chocolate lull, and wood crunches. Infinite echo—the seventh and final chapter—is the lasting impression left by the finish.
Guests lined up at the bar for Hennessy X.O. neat or on the rocks served in tumblers or wine glasses. But it was the X.O. served with ice cubes infused with Earl Grey tea and served in a wine glass that piqued the curiosity of the crowd. Tea and whisky is a popular drink in China, but a quick survey of the room suggested that few had tried cognac with tea-infused ice. The Earl Grey’s distinctive floral citrus flavor from the extracted oil of the bergamot orange rind added a powerful element to the already complex flavor profile that awakened our senses and allowed us appreciate the cognac in a new way. Needless to say, it left a lasting impression.
