Hennessy - Marketing Luxury Products

Hennessy Anthony Politelli March 26, 2009 MBA 596 merchandising Luxury Products Table of Contents foot explanation Products Brand Leveraging Competition Marketing unveiling Hennessy, or more specifically, Jas Hennessy & Company has established itself as an long-familiar French winery and is one of the co-leaders of the prestigious luxury goods company, LVMH (Louis Vuitton Moet Hennessy). Hennessys specializes in the sale of cognac which is a brandy distilled from white whine and distilled in the vicinity of Cognac, France. Cognac is considered by umteen to be one of the finest, if non the finest, of all spirits. It is made from the white grapes grown in the Charante resemblance of France and is described after the town of Cognac in the French country of Charante. The name cognac is sometimes referred to as burnt wine referable to the serve up in which is it made being subjected to a double heating. Hennessy has had an extensive history and has bee n the drink of choice for many prominent figures throughout history. Hennessy has a dominant market dispense occupying more than 40 percent of the worlds cognac market share. It sells approximately 50 million bottles of its product per year worldwide.

History Tracing the history of Hennessy clog to its early beginnings will accept you back to 1765 to Cognac, France where an Irish aristocrat Richard Hennessy established an Eaux-de-vie trading business. As thanks for being a mercenary for King Louis XV, Hennessy was assumption land which would serve as the location for his newfound cognac business. A few years subsequent in 1974, He nnessy began its first continental delivery! of Hennessy Cognac to the United States. In 1800, Hennessy appointed Jean Fillioux as its first Master blender and he later coined the brand Jas Hennessy & Co. Today we think Hennessy as a luxury drink, as it is typically associated with many celebrities and higher(prenominal) class individuals. This tradition, however, began in the early eighteen...If you deficiency to get a full essay, order it on our website: BestEssayCheap.com

If you want to get a full essay, visit our page: cheap essay