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[주류학] 꼬냑(Cognac)과 헤네시(Hennessy)사의 마케팅 전략
유럽문화-유럽의 샴페인, 위스키, 브랜디와 그밖의 술
[식품화학] 브랜디
LVMH그룹 분석
[주류학]IRISH WHISKEY(아이리쉬 위스키)
[식품미생물학] 맥주 과일주 양주
가공식품의 이해 - 증류주[Distilled Liquor]에 대해서
[음료의 종류] 진(Gin), 보드카(Vodka), 럼(RUM), 브랜디(Brandy), 데킬라의 개념과 종류(분류)
[프랑스문화] 프랑스의 요리
[주장관리, 호텔경영, 외식경영, 식음료개론, 관광경영] 술 종류별 특징,어뤈,원료,브랜드,제조과정 등등(와인,맥주,위스키 등등등)
소개글
[주류학] 꼬냑(Cognac)과 헤네시(Hennessy)사의 마케팅 전략에 대한 자료입니다.
목차
-Hennessy Cognac
-History of Jas Hennessy & Co
-Hennessy today
-News, Products & Anecdotes
-Hennessy Pure White Cognac
본문내용
Hennessy today
Today, Hennessy is the leader in the Cognac business with international sales of around 50 million bottles a year. The company realizes its biggest percentage of profit through international export.
With the consistent launch of new products like the bottles “Pure White”, “Hennessy Black” (European launch in Sept 2010 in Frankfurt) or “Fine de Cognac”, Hennessy continues to open up new markets. The US Hip Hop scene is perhaps the best example. By making Cognac popular amongst Afro-American musicians, the drink has taken on a younger and more trendy image. Mix drinks such as Hennessy and Red Bull (Crunk Juice) or cocktails like Sin (Cognac and Gin) have introduced a whole new customer range. Rappers like Snoop Dogg, Busta Rhymes, P. Diddy and Kanye West are proclaimed Hennessy fans.
News, Products & Anecdotes
An interesting anecdote is that Maurice Hennessy, who was the CEO of the company at the end of the 19th century created the Cognac appellation XO – a blend of very old eaux-de-vies. Today, most of the cognac houses produce an XO bottle, it has become somewhat of a standard product to offer.
The rarest products are Cognac Ellipse, the Cognac Richard and of course the “Beaute du Siecle”, a particular blend of reserves designed by