Odyssey by DDB Paris

Hennessy, the LVMH-owned Cognac brand, is to host an interactive, sensory tasting experience in order to market itself as more than an after-dinner tipple.

The Hennessy X.O Odyssey will be activated within Moët Hennessy’s UK headquarters in south west London. Guests will be introduced to an infinity-style room of mirrors, with each reflective surface revealing one of seven ‘facets’ that make up the drink.

These include ‘sweet notes’, ‘spicy edge’ and ‘wood crunches’. A piece of film art created by Drive director Nicholas Winding Refn will also be displayed in the mirrored space.

The 90-minute experience will conclude with a tasting session led by mixologist Ryan Chetiyawardana – AKA Mr Lyan – who has designed a series of serves designed to excite the on-trade about the ‘extra-old’ cognac, and hopefully dispel preconceptions that the spirit it just for after-dinner drinking.

A print campaign to promote the brand's event tells fans: 'Each drop of Hennessy X.O is an odyssey. Don't wait to experience the greatness.'