Innovation and Heritage Packaged and on Display for Hennessy

There are few things as precious as a first-born child, so when Hennessy Cognac released a new Cognac named after James Hennessy, the first-born child of founder Richard Hennessy, it was bound to be a very special drink. Fittingly, such an exceptional cognac also has an exceptional packaging thanks to the packaging strategists at DS Smith.

DS Smith’s packaging strategists in Rochechouart, France, set out to create an innovative deluxe-box with all of the advantages of a rigid box at a very economical price. With its bottom part in corrugated cardboard and its flap in solid board, the James deluxe-box is an atypical concept between the folding carton and the deluxe-box with all the characteristics of a rigid box – except that it's lighter and less expensive. The front panel can be folded backwards with a top hinge allowing it to slot seamlessly with the back panel, effectively turning the James deluxe-box into a display box. It has all the typical high quality finishing one would expect (hot stamping, embossing…) and contains a tab for easy opening. To ensure the manufacturing of the expected quantities of the James deluxe-box, a specific production line has been set up at the Rochechouart plant.