Never stop. Never settle.

It’s a lofty goal for any business, showing the highest level of commitment. It’s a daily challenge to do better, and be better, than ever before. It’s a difficult challenge, unless you’re Hennessy Cognac.

Maison Hennessy was founded in 1765 by Richard Hennessy. Now celebrating its 250th anniversary, the Maison is always ready for what’s next.

“Very often, family businesses end after two, three generations. For Hennessy, it’s been an incredible saga, and a perpetual development since 1765,” said Maurice Hennessy, global brand ambassador for the brand. An eighth-generation member of the Hennessy family, Maurice shows passion for his family’s legacy. “I was born and raised in Cognac,” he said. “I think one could say I’ve always been immersed in the Hennessy culture. My father wasn’t working for the company; he was a nuclear engineer. But being in Cognac, we were always with our family, with Hennessy wine growers and Hennessy collaborators such as Maurice Fillioux [a Hennessy master blender, who introduced Hennessy Paradis]. When the time came, it only felt natural for me to be part of this world, of this culture.”

The Hennessy culture has a history of creating its signature Cognacs through exacting processes. “The most significant detail for me is the savoir-faire of the winegrowers working for and with Hennessy. Hennessy is not a gigantic distillery. On the contrary, it is a Maison working with many winegrowers, distilling their production and selling it,” Maurice said. “Each of them is a true artisan distilling following the same traditional methods.” Maurice has reason to believe in the work of the winegrowers: he is an agronomist who supplies grapes to his family’s company.

Private jet company Jet Linx Houston had the opportunity to display the fine artisan work of the Maison Hennessy at a special tasting event in 2014. “Every moment of the event was wonderful. I was blown away by the décor and overall ambiance in our hangar,” said Shannon Ward, Client Service Specialist. “There were beautiful copper hues throughout the entire hangar and lighting on all of our aircraft. The seating was in the shape of a U so every guest was able to view Mr. Maurice led the group in a tasting, discussing the finer points of Cognac and the exquisite craftsmanship that goes into every bottle. “The cocktail hour was wonderful, with light sound of a cellist in the corner of the Jet Linx lobby, signature Hennessy cocktails and delicious hors d’oeuvres. The evening ended with guests being able to purchase the high-end bottles of Cognac that are not sold in stores and have them signed by Mr. Hennessy,” Ward said.

“The event was a typical Jet Linx event, first-class and never a dull moment,” said Lance Welch, Jet Linx Houston Base President. “Our members who attended were thankful for the invitation and look forward to other Jet Linx events,” Ward added. At each tasting, guests are guaranteed an insider’s look at Cognac from Maurice. “I always share with them all the Savoir Faire associated with the elaboration of Cognac: the distillation, the selection of the eaux-de-vie, the aging and the blending. That’s what makes Hennessy so unique and so exceptional,” Maurice said.

At the event, Maurice was able to share some of what makes Hennessy so intriguing. “What I really like about Hennessy is the unique blending of so many eaux-de-vie, to create exceptional cognacs,” he said. “I also like the fact that each generation is selecting and aging the eaux-de-vie that will be used by the next.” Guiding the guests through the tastings is a highlight for Maurice. “That’s the best part of what I do: meeting new people, sharing my passion with them; and seeing them enjoy it as much as I do,” he said. The family legacy of Hennessy spans 8 generations, and in that time has stayed on the edge of popular culture. “This is all about authenticity and genuineness,” Maurice said. “Hennessy has always been blending with local cultures, discovering new trends, and new people. For instance, we’ve been the first collaborating with street artists to create Limited Edition for Hennessy Very Special.” The current special edition features art from Shepard Fiarey. “We also have Nas as an ambassador. Whatever we do, we invite people to come to Cognac discover who we are, we understand what they do, how they work,” Maurice continued. “We create a strong, unique connection. That’s why I think we can have this balance and keep our authenticity.”

The “Never Stop. Never Settle.” campaign theme is an extension of that mission for authenticity. “I feel the dynamism, the vibrancy and the contemporaneity of our Maison,” Maurice said. “I also see the quest for excellence in everything we do, and the ambition to always discover new horizons.” As far as Hennessy is concerned, there’s no doubt that the next horizon will be very special indeed.

By the glow of candlelight, guests enjoyed a tasting menu which paired various Hennessy Cognacs with an array of gourmet food. Maurice Hennessy (right) led the group through the pairings.