After a successful debut last year, Hennessy will return this year with elevated concept of Hennessy Declassified: a full week of immersive experience to unveil the secrets behind the savoir-faire (the know-how) of the world’s most luxurious cognac brand that has been inherited through eight generations. This year’s Hennessy Declassified will also introduce a new brand experience – The Hennessy Masterclass – a series of exclusive masterclasses led by international and local prominent entrepreneurs in lifestyle and culture industry, along with Hennessy Maison brand ambassadors from Cognac, to delight audience with their unique stories, journey and creations specially crafted for this occasion.

The Hennessy Declassified and Hennessy Masterclass will take place at Pacific Place Mall, Jakarta, from 23rd-29th September 2019, located at Ground Floor – North Wing.

The special event will see the visit of Hennessy Maison Brand Ambassador, Fabien Levieux, who will be enthralling visitors who are curious to learn the insights behind the creation of Hennessy. Fabien has been evolving in the world of cognac since 1998. Under the privileged title of Assistant Master Blender In Charge of Education, he traveled the world spreading the word on every continent about Cognac elaboration process and production methods, and acting as a true ambassador for the Hennessy and has joined the notable community of JAs HENNESSY & CO as Ambassadeur de la Maison

Suryo Windarto, Hennessy Indonesia Brand Manager says, “For decades, cognac has been well enjoyed and synonymous with the celebration of success. Through Hennessy Declassified and Hennessy Masterclass, we hope Hennessy can be a part of our consumers’ very own savoir-faire and their life’s everyday moments. As a luxury Cognac brand, we also want Hennessy to become relevant for everyone especially for the younger audience and become a part of their lifestyle. Both activities will be very exciting as we will bring visualization through interactive multimedia. At the Masterclass, one will enjoy the talk & taste session with outstanding individuals with our brand ambassadors.”

Suryo elaborates on the concept of Hennessy Declassified, “Through Hennessy Declassified, we want to share the secret journey of how Hennessy was created, the essential secrets behind eight generations. This year, we will present five interactive rooms that will take Cognac enthusiasts through the creation process of Hennessy, from the

vineyards to the glass so visitors will enjoy the experience and visually captivating, as one learns the meticulous attention and care placed behind each step of the Hennessy cognac manufacturing process to yield consistent Hennessy taste that the world has come to love.”

The Hennessy Masterclass, on the other hand, will offer a fresh, new experience to complement the consumer’s overall experience. Participants at each session will get to experience chocolate pairing or cocktail creations prepared by world-class chocolatiers and mixologists, as they tune in to prominent guest speakers’ stories who will share stories of their own personal journeys, expertise, entrepreneurship, craftsmanship and their savoir-faire.

Special highlights include Will Goldfarb, host of the Chef’s Table on Netflix, who will lend his expertise in crafting the right chocolate pairing to complement the taste of Hennessy. Agung Prabowo founder of the famous The Old Man in Hongkong (no.1 voted the best bar by Asia’s 50 Best Bars 2019) and Singapore, will also be joining the rest of master crafters to serve unique cocktails to participants.

Joining as speakers at the Hennessy Masterclass are some of Indonesia’s most prominent movers and shakers in their respective industries, such as Leonard Theosabrata (Indoestri), Paul “P Double” Palele (DJ), Anton Wirjono (The Goods Dept & Brightspot Market), Ben Soebiakto (Creator of IDEAFest), Adrian Riyadi (Founder of Our Daily Dose), and David Soong (Axioo & Boga Group), Winda Malika Siregar (Co-founder ArtSip Jakarta), Agung Prabowo (Co-Founder of The Old Man, and Ariel Nayaka (rap artist).

The Hennessy Masterclass will also be bringing in Kevin Poon (@KPee), founder of streetwear brands Juice and Clot (with Edison Chen) from Hongkong, who has collaborated with brands such as Nike to offer streetwear collection fused with elements of Asian heritage. He is also a big-time foodie, one of the partners behind Wagyu Mafia Hongkong and Elephant Grounds coffee.

To participate in one of the masterclasses of your choice at the Hennessy Masterclass, one must register online at and choose the class they wish to attend. An entry fee of Rp.180.000 applies, available while seats last as each class is exclusively prepared for 48 pax only. Entrance to the Hennessy Declassified zone is free and open to public aged 21 years and above.

“Our consumer is at the heart of what we do. That is why every care is taken into each step in the process of creating the world’s most luxurious Cognac, which has been part of our consumers’ journey for more than 250 years. We would like to invite all enthusiasts to join us in the journey to discover the secrets behind Hennessy and to meet our master crafters during this special week,” Suryo concludes.

For general information on Hennessy Declassified :

For Hennessy Masterclass Registration:


From its seat in the French region of Cognac and throughout its 250-year history, Hennessy has proudly perpetuated an exceptional heritage based on adventure, discovery and cultivating the best that nature and man can offer. Hennessy’s longevity and success across five continents reflect the values the Maison has upheld since its creation: the transmission of a unique savoir-faire, the constant quest for innovation, and an unwavering commitment to Creation, Excellence, Legacy, and Sustainable Development. Today, these qualities are the hallmark of a House – a crown jewel in the LVMH Group – that crafts the most iconic, prestigious Cognacs Maison.

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