For French Ambassador to Jamaica Olivier Guyonvarch, cognac is a cultural marker, one that tells a deeper story of time, tradition, and shared identity.

And on World Cognac Day, as Jamaica joined the global celebration with a Hennessy-paired guided tasting hosted by Select Brands and Hennessy, that connection came into focus.

“Cognac is not just a beverage,” the ambassador explained. “It’s a whole culture. It takes time to be harvested, mature. It’s a signature alcohol from France that encapsulates the entire French tradition.”

The occasion marked the first formal World Cognac Day celebration on Jamaican soil. Held at the PROVEN building in Kingston, the event brought together food, storytelling, and tastings across the Hennessy range from the lively VS to the rare Paradis.

While the brand’s roots are in Cognac, France, its global reach has made it a fixture in communities like Jamaica, where it’s embraced not only for its flavour but for its symbolism.

“Cognac is also a spirit, a culture, a dream,” the ambassador said. “And I think that’s why it continues to resonate. It holds meaning for people, not just in France, but around the world.”

That resonance was on full display throughout the night. From curated courses by chef Alexa Von Strolley to reflections from popular personalities like Ding Dong and Lee ‘Not Nice’, the evening blended Jamaican creativity with French refinement.

The ambassador, who has spent time getting to know the Jamaican people and their culture, noted how seamless the integration felt.

“I’m happy to see Cognac flourish in Jamaica,” he said. “First of all, because I love Jamaica. It’s a wonderful country with wonderful people. And I’m happy to see that with the French, we can share the best of what we have in terms of culture, food, and beverage. Cognac is one of the best of the best of French products you can find anywhere in the world.”

His presence at the dinner underscored the diplomatic and cultural value that France places on its exports, not just in economic terms, but as ambassadors of identity. In a room filled with laughter, storytelling, and slow sipping, cognac became a bridge between two nations with rich cultural traditions of their own.

As World Cognac Day drew to a close, it was clear that the spirit had done more than fill glasses. It had sparked conversations, created connections, and reminded guests, French and Jamaican alike, that some of the most enduring cultural exchanges are the ones that can be tasted.