CHINA. In a landmark moment for both brand and retailer, Hennessy has soft opened its boutique at CDF Mall in Haitang Bay, Sanya on Hainan island – the Cognac brand’s first boutique in Mainland China

The boutique opening is a response to spirits and wines being added to the permissible retail categories within the enhanced offshore duty free policy introduced on 1 July.

China Duty Free Group (CDFG) said that the new Hennessy boutique concept fully embraces the island market’s rich potential for local residents, tourists, and Cognac lovers in general.

Laurent Boidevezi: “We want to showcase Cognac culture and the Hennessy lifestyle to consumers in Hainan and throughout China”

Customers are treated to a one-of-a-kind experience that allows them to discover, taste, and purchase the world’s best-selling Cognac while being immersed in the luxury world of Hennessy.

“Hennessy has had a long-standing bond with Chinese ports since 1859 when it first shipped its Cognacs to China,” said Moët Hennessy Global Travel Retail President Laurent Boidevezi. “Now, with all the preferential policies in place, we are very positive about the future of the Hainan Fee Trade Port.

“This is why we have decided to build our travel retail presence, opening a Hennessy boutique at the CDF Mall. We want to showcase Cognac culture and the Hennessy lifestyle to consumers in Hainan and throughout China.”

While shopping at CDF Mall, guests are able to experience the circular Hennessy ‘infinity bar’ and sample a range of specially-crafted Hennessy cocktails. Guided by professional Hennessy staff, guests are encouraged to identify the differences in color, aroma and taste of various Cognac blends, while discovering several inventive ways to enjoy Hennessy.

“In the future, a range of in-store experiences will be offered, including mixology ateliers and masterclasses, bringing the Hennessy Cognac culture and lifestyle closer to our loyal customers,” CDFG said.

The flagship boutique also features a special personalisation service to customise Hennessy bottles. This allows customers to either take home individualised bottes or gift them to friends and loved ones, thus further elevating the exclusivity of the customer experience.

“The Hennessy Sanya flagship boutique is as distinguished and refined as the brand,” said CDFG. Inside, there is a full range of Hennessy Cognacs, the retailer pointed out, ranging from the “trendy and bright” Hennessy V.S.O.P to “the iconic masterpiece”, Hennessy X.O, and Hennessy X.X.O, which CDFG said “opens a new era for splendid Cognacs”.

Hennessy X.X.O one litre is only available in travel retail and is offered exclusively in the boutique. The prestige range of Cognacs includes Hennessy Paradis, Hennessy Paradis Impérial, and Richard Hennessy.

Hennessy V.S.O.P Privilège UVA limited-edition, a collaboration between Hennessy V.S.O.P and the London-based collective United Visual Artists (UVA), is also available. The line presents the concept of ‘A Blending of Time’ through metallic copper tones and radiant light. In the future, more novelties will be presented in the boutique.

“With an open-minded spirit, Hennessy Sanya flagship boutique welcomes all – both new Cognac lovers and loyal Hennessy drinkers – into the rich and distinct world of Hennessy Cognac,” CDFG said.