As the world undergoes catastrophic shifts, Hennessy is working to not only adapt, but to mitigate as well. Image credit: Hennessy
As the environmental emergency unfolds, LVMH-owned Cognac brand Hennessy is painting a green vision of the future.
The maison is out with a movie called "Living Landscapes" that not only outlines the effects of climate change on the industry, but the ways that the company is adapting. Though it has been practiced for millennia, winemaking is getting reimagined by Hennessy as it ushers in a new era with rewilding, regenerative agriculture and a pesticide-free terroir.
Ready for resilience
"Living Landscapes" brings the brand’s sustainability viticulture efforts to life.
With sweeping shots of Hennessy’s vineyards in the Charente district of France, the movie captures growing partners picking grapes, the sun washing curling stems in light and jade-colored hills stretching to the horizon. Deeply sensorial, the production evokes the emotional and timeless nature of this historic craft.
.@Hennessy unveils "Living Landscapes", its vision for the future beyond just its own vineyards, for the whole Cognac AOC.
Learn More: https://t.co/soy2ncEWTL#LVMH #Hennessy pic.twitter.com/r1BpGMCCnJ
— LVMH (@LVMH) July 3, 2024
Early on in the film, the issue of climate change is broached.
The resulting extreme weather events, such as flooding and droughts, are discussed, both of which already taking a large toll on the wine industry. Naked vines are pictured, with frost biting the fruit away to demonstrate another crisis caused by the destabilization.
Hennessy grows Ugni Blanc grapes, which are particularly vulnerable. Known for their delicate acidity, they are now ripening too quickly in the heat, therefore developing a higher concentration of sugar and losing their signature sourness.
Some harvesters are attempting to gather them earlier in the season when they still have their famous tang, but others, particularly in France, are moving on to other varieties. Though many are giving up on the prized fruit, the LVMH house is trying another approach.
The 259-year-old business is fortifying its supply by turning attention to its ecological footprint.
By planting green corridors, Hennessy can ensure that the land on which it grows grapes can regulate water properly, stay cool and has healthy soil. Image credit: Hennessy
For years, Hennessy has championed what is known as “living soil,” or soil that has its microhabitat and microorganisms intact (see story). "Living Landscapes" adds to the label’s educational provisions it has published on the topic in the past (see story).
Looking ahead, the company aims to transform Cognac, one of the winegrowing regions most affected by climate change, into a fertile and buoyant terrain.
Hennessy is planting trees and hedges between its grapes to restore deteriorating ecosystems in the area. By creating this added green space, the maison is supporting climate regulation, water retention and soil health, all of which key to healthy vineyards.
The brand’s 1000 Palisses project will propel this forward. Recognized in France by the International Union for Conservation of Nature, the initiative specifies that within the next 10 years, Hennessy is planting 1,000 kilometers, or 621 miles, of hedges and trees throughout the region.
Ugni Blanc grapes need to be harvested sooner as temperatures climb and ripen the fruit more quickly. Image credit: Hennessy
By 2028, the producer is also working toward earning the Cognac Environmental Certification for 100 percent of its winegrowers. The standard covers five pillars, including biodiversity, the management of soil life sustainability, restrictive chemical treatments, carbon sobriety, and water, air and soil quality.
These actions could not only benefit the local biome, but the business as well, as they could protect its assets, save costs that come up due to climate change — the G20 Climate Risk Atlas estimates that it will put France back 30 billion euros, or $32.5 billion at current exchange, by 2050 — and foster consumer loyalty.
A great shift
Luxury spenders are increasingly pulling back on alcoholic consumption (see story).
To appeal to the spirits-averse group, many labels are highlighting the versatility of their products, positioning them as lifestyle items rather than exclusive offerings for limited use. While young people, in particular, tend to enjoy wine and other drinks mainly on special occasions, brands such as Hennessy are suggesting that these beverages be imbibed outside of traditional moments (see story).
Hennessy has long touted green production practices and tree-planting initiatives, which could bolster the credentialing of "Living Landscapes." Image credit: Hennessy
Another strategy covers the "Living Landscapes" release: sustainability.
Millennials and Gen Zers seem to be the most hesitant buyers, so maisons are attempting to appeal to their values to get traction. As a result, green campaigns, ecofriendly drops and environmental projects are gaining steam and becoming regular topics in the dialogue (see story).
Hennessy’s new movie mentions its audience’s desire for transparency and for Cognac that can reflect what matters most to them.
Its various projects could command attention, positioning the company as a partner in climate action rather than an emitter or an old-fashioned player that cannot adapt. With regulations also shifting, a development that is likewise touched on in the film, Hennessy’s vision of a planet-friendly supply chain could future-proof not only its products, but also its profits, practices and reputation.