Hennessy promotes Fine de Cognac and tea

Hennessy is showcasing the art of blending to some of the UK’s leading on-trade this summer in an innovative Fine de Cognac and tea campaign.

The campaign kicked off with an experimental workshop, hosted by Renaud de Gironde of Hennessy’s tasting committee, who explained Fine de Cognac and why it pairs with teas. He talked alongside owner of Postcard Teas Tim D’Offay.

de Gironde said, “Our aim for the workshop was to inspire some of the UK’s leading mixologists to create cocktails blending our Fine de Cognac with unique flavour profiles of tea – from oolong and black teas, to delicate green and jasmine teas – we are giving bartenders carte blanche to create their own blend of two of the world’s most celebrated drinks.”

Mixologists from the following outlets joined the workshop: The Donovan Bar at Browns Hotel, The Bulgari Hotel, St James’s Bar at the Sofitel, Calooh Callay, Kai, The Whistling Shop, Okku, Jake’s Bar in Leeds, La Rasa in Cambridge, Capitain’s Club Hotel and Hotel du Vin in Brighton.

After an emersion into the worlds of Hennessy and tea, mixology consultant Dre Masso presented a range of different concepts to inspire the audience, including: Fine de Cognac blended with Crème de Cacao, Earl Grey tea and cream and contemporary twists on classic cocktails such as the Sidecar and tea-infused mineral water.

Each of the participating outlets will now create their own Fine de Cognac and tea cocktail that they will list, sell and promote for two months, with the overall aim of creating a true legacy in the world of cocktail innovation.

This will culminate in a final competition in September whereby expert judges from the on-trade will award the most innovative and commercially successful bartender with a trip to Shanghai to experience some of the finest bars in Asia alongside the country’s tea plantations.