SPIRITS – How Hennessy is leveraging bartenders' creativity to win back the French cognac market
Hennessy aims to strengthen its presence among bar professionals and reinvent the ways in which cognac is enjoyed.
First competition, first victory. Adèle Pépin, working at the Mama Shelter hotel in Marseille (Bouches-du-Rhône), won the French final of the 2026 Hennessy My Way bartending competition, held in early September in Paris. Her cocktail was served with roasted coffee grounds and consisted of Hennessy VS cognac, coffee, pine bud syrup, aquafaba, olive oil infused with roasted pine nuts, roasted pine nuts, and salt. A very comforting drink, reminiscent of chicory on the palate, enhanced by a touch of salt—enough to reinvent the way cognac is consumed, one of the objectives pursued by the LVMH group brand.
A competition born during Covid, which has become a tool for conquering the market
Created in 2020 as an initiative to support bar professionals during the health crisis, Hennessy My Way evolved into a bartender competition in 2022, before quickly expanding to several markets: 25 national and regional finals this year, with 30 planned for 2027. A mentorship program has since been added, as well as the opportunity for winners to complete a residency within an international network of bars. France is one of the markets where the competition is held.
“In France, cognac isn’t consumed very much. This competition allows us to connect with bartenders, who can then become influencers for end consumers,” says Adama Ballo, Hennessy’s brand ambassador for France. “France is a small market for us, but it’s growing steadily and is now on the map of our key locations,” adds Julien Pépin Lehalleur, Hennessy’s training manager, who is counting on some of the competition’s core values—eco-responsibility and service rituals—to continue gaining market share.
Rawd Ezzaher (Dima) awarded for eco-responsibility
Working at Dima, a Franco-Moroccan cocktail bar in Paris's 15th arrondissement, Rawd Ezzaher was recognized for his eco-conscious approach with a croissant and mint candy served on a hand-cut, clear ice cube. The cocktail—Hennessy VS, toasted croissant syrup, Granny Smith apple juice acidified with malic acid, and chocolate and mint-infused sparkling water—distinguished itself with its explosive and refreshing blend, served from a teapot.
Matteo Monteleone (Bar Joséphine) distinguished for his service ritual
The service ritual devised by Matteo Monteleone, head bartender at Bar Joséphine, one of the establishments in the Mandarin Oriental Lutetia (Paris 6th arrondissement), also caught the jury's attention: an edible globe placed on a small plate, made from dried brownie crumble mixed with leftover syrup, raspberry powder, black tea, and orange zest. It accompanied a more classic cocktail made with Hennessy VS, house cordial (sugar, raspberries, water, Earl Grey black tea, verjuice), triple sec, and a saline solution—long on the palate and subtly sweet.
A regressive tendency among several finalists
Among the creations presented by the eight finalists, a clear taste for nostalgic flavors stands out. Based in Marseille (Bouches-du-Rhône), Nicolas Castera-Garly presented a warm cocktail made with cognac, fig syrup and butter, whole milk and chicory, with a very warm aroma and where the power of the cognac remains quite present on the palate.
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