The eighth-generation member of the Hennessy family on the origins of XO, his love for cattle, and why moderation always tastes better
Few names in the world of spirits command as much reverence as Hennessy. Established in 1765 by Richard Hennessy, the cognac house has grown into an enduring symbol of French craftsmanship and prestige. At the heart of this legacy is Maurice Hennessy, the eighth-generation descendant of the founder, who has spent decades as a global ambassador for the brand. Despite carrying a name steeped in history, Maurice never felt bound by tradition—his early aspirations had nothing to do with cognac, but rather, with farming and raising cattle.
Yet, as fate would have it, he eventually found his way back to the family business, embracing the art of cognac-making while preserving the values passed down through generations. From the origins of Hennessy XO, which his great-great-grandfather created in 1870, to his philosophy on enjoying fine spirits, Maurice shares his thoughts on heritage, craftsmanship, and life beyond the vineyard.
What was the first alcoholic drink you had?
Bordeaux wine, red… no, not Hennessy! When I was about 14 or 15, my father always had very good Bordeaux wine. In those days, in my family, we only drank Bordeaux.
What’s your favourite story in the history of Hennessy?
One of my favourites is certainly the XO story, which was the creation of my great-great-grandfather, Maurice Hennessy. He entertained a lot at his home in Paris—an impressive place, which is now a hotel—and he had his own cognac served after dinner.
Back then, cognacs were younger, and what he was offering was older, more refined. People loved it and wanted to have some for themselves, but it was only made in small quantities for his dining room. Being a businessman, he thought, well, if there’s demand, let’s see if we can make more.
So, with the help of his master blender, Émile Fillioux, they created a new style of cognac and needed a name for it. They settled on XO—Extra Old. We registered the name, and for 100 years, we were the only ones using it. Of course, after a century, others followed. Even the Chinese started using “XO” to mean something luxurious—XO sauce, XO hotels, XO collections. But the original? That was us.
Were there any values passed down through the generations in the Hennessy family?
Absolutely. My grandfather was adamant that cognac was not indispensable. If people were going to drink it, it had to be good. He also believed in being present—meeting customers, building relationships, going to places like Singapore to talk to journalists.
Take the Richard Hennessy, for example. We limit its production to just 9,000 bottles a year—which, for us, is tiny compared to the millions of bottles we sell of our other blends. But we do this because we have the stock, the expertise, and the tradition to uphold. Respecting the customer and respecting the product has been our philosophy since 1765.
Were there any expectations or challenges in carrying the Hennessy name?
Not really; my father wasn’t involved much with Hennessy actually—he was a nuclear scientist, working in peaceful nuclear energy research at CERN and in Paris. For me, there was no pressure to join the business. In fact, I initially wanted to be a farmer. I went to farming school, raised cattle, drove tractors, and loved it. But during my studies, I had to do an internship in sales. I ended up at a Hennessy subsidiary in Paris, working on merchandising. That was my introduction to the business, and after I passed my exams, I made the decision to join Hennessy.
What do you do for enjoyment or fulfilment?
I have my garden, I enjoy crosswords, I cook, I watch movies, and I have my children. I also have a vineyard, though I’ve handed the reins to my daughter—because you always have to think about the next generation.
What’s one piece of advice that you’ve always held close to your heart?
“Moderation has a much better taste.” Maybe it’s not the most commercial thing to say, but I don’t like over-drinking. Cognac is a well-made, carefully crafted drink that takes years to perfect. It should be appreciated, not overindulged.
What’s the first thing you reach for every morning when you wake up?
Breakfast. I make toast and enjoy some Chinese tea.
