BACKGROUND Hennessy is the #1 selling Cognac brand in the US. However, over the last few years sales have plateaued for both Hennessy and the Cognac category due to the rise of premium spirits products targeting this same core consumer. As the Hennessy drinker ages, the brand is faced with the challenge of maintaining the loyalty of its core consumers while also recruiting a younger target, and keeping the brand relevant to both. Hennessy w

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