The Dipterocarpaceae family of trees dominates 80% of Malaysian rainforests, but unfortunately, 93 species of these trees are now considered threatened in Malaysia.
With that in mind, Hennessy Malaysia recently partnered with the Tropical Rainforest Conservation and Research Centre (TRCRC) in an effort to preserve this endangered species of trees, in conjunction with its latest campaign, In Good Company.
The campaign comprises a series of exclusive dinners revolving around one of its rarest expressions, Hennessy Paradis. Every bottle of the cognac sold throughout the campaign will see one dipterocarp tree planted by TRCRC.
"The dipterocarp trees that we will be planting are unfortunately commonly subject to logging and land-use changes which puts them under great threat," said Reuben Durairatnam, project manager at TRCRC. "We’re excited that this partnership with Hennessy is aligned with our mission of preserving tropical rainforest plant species throughout Malaysia."
Thomas Bouleuc, managing director of Moet Hennessy Diageo (MHD) Malaysia and Singapor, said that the binding element that marries the extremely rare cognac and the tree planting initiative is scarcity itself.
“Hennessy Paradis is named for the Hennessy Founder’s Cellar, where only the finest, rarest and oldest eaux-de-vie are kept. It is a cognac of remarkable depth and elegance comprising 100 eaux-de-vie aged for up to 130 years. The synergy in scarcity and the broader theme of preservation was what led us to pursue this partnership with TRCRC," Bouleuc said.
The campaign, which was launched last October, will feature a number of dinners that will continue on to the end of 2022. For more information, visit Hennessy Malaysia’s Facebook Page.