AUGUST 8, 2017 - DFS Group, the world’s leading luxury travel retailer, has partnered with Hennessy and Changi Airport Group to deliver for travelers an exclusive unveiling of the iconic Cognac brand’s bold and modern re-creation of one of the house’s most storied blends – Hennessy X.X.O at DFS, Singapore Changi Airport.
Since its founding, Hennessy has become renowned for a visionary approach to blending Cognac. Its tradition of choosing eaux-de-vie that promise to become unforgettable Cognacs is now a Hennessy hallmark: only forerunner spirits can perceive the future. Today, Hennessy X.X.O is the expression of that visionary mastery.
Hennessy X.X.O from 1870 to 2017: Back to a Prescient Philosophy
Originally created in 1870 by the visionary duo Maurice Hennessy and Emile Fillioux, Hennessy X.X.O was blended according to the then-avant-garde philosophy of setting aside eaux-de-vie with the greatest potential for the future. At the time, Hennessy X.X.O was packaged in the traditional Charentaise bottle and delivered all over the world, from the U.S. to China.
Fast-forward to 2017: This Year Marks the First Reveal of Hennessy X.X.O Philosophy in Nearly a Century
A bold and modern re-creation of one of the house’s most specific blends, Hennessy X.X.O reveals itself like a manifesto. Faithfully (re)interpreted by Hennessy’s Master Blender, the Cognac’s spirit remains as pertinent as ever: architecturally structured yet aerial, it is composed solely of eaux-de-vie selected for their remarkable potential. In one composition, Hennessy X.X.O unites the inherent duality of opposite forces. It has the rich, expressive nose that is the hallmark of a visionary. The long finish characteristic of rare Cognacs is highlighted by a delightful nuance of spicy complexity. Its aromatic landscape ranges from vegetal to spicy, with notes of bitter orange and freshly grated nutmeg, licorice stick, dried peppermint leaf and delicate spices.
Bringing Hennessy X.X.O to Life in Travel Retail
To celebrate this historic unveiling, DFS Group in partnership with Changi Airport and Hennessy Maison will host a unique pop-up store in Changi Airport’s Terminal 1. From August 1 to September 11, travelers will be invited into a contemporary and captivating experience centered on the expertise of Hennessy and immersing passengers in a self-indulgence moment.
"In Global Travel Retail we are always aiming at surprising consumers with remarkable experiences and authentic expressions. Hennessy X.X.O is introduced first in the world at DFS, Singapore Changi Airport. Travelers are invited to discover our immersive and contemporary pop-up store and enjoy the experience of the art of hosting," said Donatienne de Fontaines-Guillaume, Managing Director Global Travel Retail Moët Hennessy.
Throughout the launch period, travelers can discover surprising gifts at the concourse pop-up as well as within DFS’ wines and spirits shops at Changi Airport.
“We are proud to partner with DFS Group and Hennessy to unveil such an exciting and historical moment right here at Changi Airport,” said Teo Chew Hoon, Changi Airport Group’s Senior Vice President for Airside Concessions. “We look forward to delighting visitors through immersive, indulgent experiences at the exclusive pop-up store in Terminal 1, delivering yet another memorable travel journey through Changi.”
Beginning in September, Hennessy X.X.O will also be available at DFS, Hong Kong International Airport and will extend to other duty free locations in October.
Added Brooke Supernaw, DFS Group’s Senior Vice President Spirits, Wines, Tobacco, Food and Gifts, “We are thrilled to bring travelers and DFS’ loyal customers yet another groundbreaking exclusive launch in Singapore. Hennessy X.X.O epitomizes the brand’s commitment to a visionary approach to blending Cognac and we are proud that DFS is the chosen partner to unveil this icon to the next generation.”
Hennessy X.X.O is available exclusively at DFS, Singapore Changi Airport beginning August 1 until August 31.