Hennessy, the world’s largest producer of cognac, has seen its business in East Africa triple over the past three years following a somewhat aggressive marketing campaign.
The company recently announced that its East Africa business grew threefold in the past three years to nearly 20,000 cases of premium cognac.
Hennessy now expects to double that number by the year 2020.
The firm reportedly began distributing its products in Kenya in May 2017. At the time, it emerged that Hennessy was planning to use the country’s capital of Nairobi as a hub for regional distribution.
Hennessy, which is a unit of LVMH, a Paris-based luxury brand, sells cognac in 140 countries, including South Africa and in Nigeria.
Officially known as Jas Hennessy & Co., Hennessy, is a cognac house with headquarters in Cognac, France. Jas Hennessy & Co. sells about 50 million bottles a year worldwide, or more than 40% of the world’s cognac, making it the world’s largest cognac producer.
Recently, Hennessy has tried to broaden the appeal of the drink beyond its traditional base of older drinkers by introducing new products such as “Pure White”, “Hennessy Black” and “Fine de Cognac”
The firm’s latest announcement came just days after the Hennessy family and Hennessy Maison jetted to Nairobi, Kenya to celebrate the 200th anniversary of Hennessy V.S.O.P (Very Superior Old Pale).