TGI Cognac

In a bid to educate new consumers, Hennessy is launching a series of workshops around London.

In a bid to educate new consumers, Hennessy is launching a series of workshops around London. These Friday Tonics will see mobile bars set up in the premises of companies such as law firms, advertising agencies, banks, and male grooming salons. Consumers will be given a brief talk by a leading bartender on the history of Cognac followed by a tasting across the Hennessy portfolio and a look at how to make cocktails with Cognac.

Alex Field, PR manager, says, “The average consumer has a stereotypical image of Cognac – a large balloon glass, leather armchair, and a fireplace. We have found when people are taken through a relaxed interactive tasting, using cocktails, and other simple new ways of drinking Cognac, they discover a whole new drinking experience.”