Brand story
Hadesis, inspired by a century-old cognac recipe from France, was founded in 2024 by François Laurent, a third-generation heir who is passionate and proud of his ancestral cognac legacy. The brand aims to rewrite the myth of cognac with a fresh perspective.
The birth of Hadesis embodies a family story that transcends time. François inherits his ancestors' unfulfilled ideals and is determined to elevate the century-old labor of love that has gone unnoticed, passing down the resilient spirit through generations.
The origins trace back to his grandfather, Augustin Laurent, who was born in 1859 in the French countryside of Lagord and made a living as a sailor. During a voyage to the Netherlands, he was deeply captivated by the taste of the most primitive brandy he encountered. Upon returning home, he resolved to produce his own brandy, hoping to create a drink that would be beloved nationwide. However, with aging and the impacts of two world wars, Augustin passed away with dreams unfulfilled.
His son, Pierre Laurent, survived the wars, and before Augustin's death, he entrusted him with the precious family recipe. Faced with the economic hardships of the time, Pierre aspired to establish a distillery in the Cognac region of France, aiming to make fine spirits accessible to the common people and to break the classist notion that "only the aristocracy can enjoy cognac." However, consecutive business failures prevented him from fulfilling his father's wishes, and he ultimately passed away filled with toil and regret.
The third-generation heir, François, witnessed the hard work, resilience, and patience of his ancestors. He dedicated countless hours and sacrifices of freedom to this mission. Today, he feels a calling to act, believing that it is the responsibility of his generation to realize the family dream. Therefore, he is determined to create a myth around the family's history. During this entrepreneurial journey, he found like-minded partners in Hong Kong who share his belief that the Laurent family recipe deserves greater recognition. Together, they are committed to exploring a new identity for cognac, aiming to reduce the old bitter-spicy sensation and collaboratively craft an exquisite cognac with a new Asian flavor profile.
Thus, in 2024, Hadesis was born, symbolizing the demon-slaying journey of the king of the underworld, wielding a trident, armored and ready for battle, embarking on a mission to forge a new cognac myth—living life to the fullest.
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