There is a journey to be made with Hennessy X.O.  will tell you that each and every sip of the world’s number one cognac is an odyssey of discovery, one that expands and tantalises the palate before giving way to absolute satisfaction. Taste, of course, is highly subjective – the Latin phrase de gustibus non disputandum est (‘in matters of taste, there can be no disputes’), rightly, cautions against arguing for or against personal preferences.
Here, then, is the challenge faced by Danish director Nicolas Winding Refn when given the task of visualising the complex taste of Hennessy X.O in a film for the maison’s new Odyssey campaign. In response, Refn, who received the Best Director Award at the 2011 Cannes Film Festival for Drive, conceived a dreamscape of colours and textures, incorporating elements like earth, fire, metal and water, framed by delineations defined by flowing liquid and gentle curves.
Taking inspiration from tasting notes compiled by Hennessy’s Comité de Dégustation, a list of seven succeeding chapters that represent the sensorial journey of Hennessy X.O, Refn weaves a lush tapestry that illustrates the cognac’s taste and feel. The video opens with ‘Sweet Notes’, where the palate is warmly embraced by flavours of candied orange and apricot, before moving on to ‘Rising Heat’, which slowly reveals the complex taste of the eaux-de-vie that have aged patiently in oak barrels, and the ‘Spicy Edge’ of a distinct peppery flavour. ‘Flowing Flame’ expresses the cognac’s full and voluptuous presence, which opens up the caressing ‘Chocolate Lull’ that is slightly sweet and silkily smooth. The striking sensation of ‘Wood Crunches’, the bold and complex taste of oak notes interlaced with vanilla, make their presence felt, leaving a long, omnipresent finish that recall the subtleties of each preceding flavour and sensation, an ‘Infinite Echo’ that reflects the complexity of Hennessy X.O’s blending and long aging process.
The cascade of images is reinforced by the music, a pulsating soundtrack written by American composer Cliff Martinez, who had previously worked on Refn’s films and was a former drummer for the Red Hot Chili Peppers. While the film is metaphorical of the Hennessy X.O Odyssey, it is, at once, bold and emotionally striking, telling the story of the maison and this superlative cognac. Refn’s innovation, daring vision, creativity and craftsmanship are the same values upon which the House of Hennessy has built its more than 250 years of proud heritage. This vision created by Refn chimes with the maison’s new storyline of ‘Don’t wait to experience greatness’, the latest chapter in Hennessy’s own journey of discovery and adventure, one that that has been challenging, unique and sumptuously fulfilling.
Nicolas Winding Refn stunning dreamscape that captures the sensorial journey of Hennessy X.O.
