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Located in the heart of the Grande Champagne, the premium wine growing area of the Cognac region, the house of Hine has been producing some of the most exquisite Cognacs for six generations, when it was better known as T Hine & Co Cognac. The estate boasts an exceptional 173 acres of vineyards, and the house has a very special tradition of producing relatively small quantities - but with a very high standard in quality. One of their trademarks is to store their vintage casks in damp cellars in Bristol, England. This way, the Thomas Hine Cognac goes through a uniquely different ageing process due to the humidity of the seaside town, which differs somewhat to that of the southwestern coast of France. These highly priced vintage bottles are called “Hine Early-Landed Vintage Cognac”.
Visit Hine: 16, quai de l'Orangerie ,16200 Jarnac ,+33 5 45 35 59 59 ,Visit Hine: 16, quai de l'Orangerie, 16200 Jarnac , +33 5 45 35 59 59 To visit the Hine Cognac Headquarters, please make an appointment directly.
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Visit the website of Hine Cognac
Hine's new range
Hine, one of Cognac’s most esteemed houses, is undergoing an exciting new chapter as it transitions to a new generation in the cellar. With over 260 years of history, the brand is known for its blend of tradition and innovation, crafting some of the most refined Cognacs in the world. As cellar master Eric Forget steps down after more than two decades of service, Paul Szersnovicz is poised to take the reins, ensuring that Hine’s legacy remains intact while guiding the house toward a promising future.
In this interview, we speak with both Paul Szersnovicz and Per Even Allaire, Hine’s commercial director, to explore the recent changes at Hine, the development of their new XO 1er Cru, and what the future holds for this iconic Cognac house. From blending techniques to sustainability initiatives, Paul and Per Even provide valuable insights into how Hine continues to evolve while staying true to its roots.
Let’s not waste any time and get right into the interview.
VIRGINIA: Per Even, Paul, can you both please explain who you are and what do you do?
PAUL: I am the cellar master deputy, so I am the right-hand man of Eric, the current cellar master. I will succeed him at the end of this year as he will retire after more than 20 years of good and loyal service to Hine. So, I spent 4 years with him to learn as much as possible. I am in charge of the liquid side so (vinification, distillation, batch purchases, aging process, blending process).
PER EVEN: 13 years ago, I joined Hine as Brand Ambassador and had the great pleasure to spend quite a lot of time with Bernard Hine and learn a lot from him. While continuing to cultivate this heritage, my role has evolved to commercial director, managing our team, in charge of our commercial activity, cultivating and developing the relationships with our distributing partners across the globe.
VIRGINIA: How does a typical day look like for you at Hine? If you had to explain your role to a 5-year-old kid, how would you describe it?
PAUL: There is no typical day, everyday is different and that’s something I enjoy. One morning you might be at the distillery managing the process, the afternoon in a cellar checking the aging process and the day after you are doing a master class. There is no routine. The only routine is the tasting time between 11 am and noon.
For a kid, I would say : I’m responsible for the quality of our cognac from the roots to the glass of our consumers.
PER EVEN: It is a lot about interactions of all sorts, emails, phone calls, meetings, with our team and our partners, virtually and physically, monitoring our commercial operations, thinking tomorrow with Paul, his team and our marketing team, hosting at Hine, customers, journalists, traveling across the globe to meet our team, partners and Hine enthusiast (existing or to be).
VIRGINIA: Paul, as the new cellar master, how does it feel to take over the reins at such a historic house like Hine? What has been your approach in transitioning into this role?
PAUL: It’s a great heritage that I must preserve. So, it’s a little pressure, but it’s good pressure. I have a perfect mentor, so I feel confident. My approach was to be with Eric all the time, until this summer we shared the same office, just to be with him in all discussions, decisions, calls, well everything. It was a very good approach.
Paul Szersnovicz, Hine's cellar master
Per Even Allaire, Hine’s commercial director
Hine's cellar
Paul Szersnovicz and Eric Forget
VIRGINIA : How did you initially start training your palette and nose? How did it develop over time?
PAUL: In my childhood, with my father. He was a technical manager in a cognac house, and we also have a family vineyard where I grew up. From the age of 3, every year we tasted (only with the nose at the beginning!) the production and the stock of our family vineyard. And I also remember my father bringing home special batches of his work and allowing us to taste them.
VIRGINIA: Do you remember what it felt like walking into Hine’s cellar for the first time? What did you think?
PAUL: Yes of course, It was my first day. And I thought to myself, what a treasure the cognac house has. It will be a big legacy to be responsible for it.
VIRGINIA: Per Even, from your perspective, what made Paul the ideal candidate to continue Hine's legacy? What qualities do you believe make him suited to maintain and enhance the house’s identity?
PER EVEN: First of all, Paul is a good person, personally and professionally. He has a good mix of technical capability, humility, professionalism as well as long lasting family roots in cognac and cognac production. No question why he got so swiftly along with his mentor Eric Forget and integrated into the Hine team/family from day one. I have no doubt that Bernard Hine would have approved.
VIRGINIA: How would you both describe the collaboration between the previous cellar master and Paul. Were there any special mentorship moments during the transition?
PER EVEN: It was very natural. We were lucky to have many values in common, so we developed a beautiful relationship together.
One of the special moments was the tasting of our oldest eau-de-vie in our stock. The 1850. It was amazing to discover how after so many years in wood and in the glass, this eau-de-vie was fresh and fruity. It was a very good example of the power of Grande Champagne.
VIRGINIA: What traditions or practices from the former cellar master are you planning to preserve, and are there any new methods or innovations you are excited to introduce?
PAUL: I will keep a large part of Eric’s practices; he did the same with his predecessor. We work for a house signature and not our signature. For the 20% it will be special vintages and new processes.
VIRGINIA: Hine has a reputation for blending tradition with modernity. How does this transition symbolize the next chapter for Hine. Are there new flavors, techniques, or processes that readers can look forward to in the future?
PAUL: This transition is illustrated by our new XO, and the next years will be in the same vision, which is a 100% focus on our triptych so:
To have the perfect signature of freshness, fruitiness and delicate cognac. The power and the elegance of champagne sublimated by the good level of tannins.
VIRGINIA: The new Hine XO 1er Cru replaces the Antique XO. Per Even, can you tell us about the thought process behind this decision? What sets the XO 1er Cru apart from its predecessor?
PER EVEN: Hine is going through a “re-birth”. Antique is an outstanding XO and has been created a century ago. While reflecting over the future of Hine lately, and the nature of our cognacs, we decided to express ourselves and what we believe Hine is about today and tomorrow through a new XO. A fresh expression of deep maturity.
Hine XO 1er Cru is the new expression of the House. This cognac embodies Hine's fresh and refined style. Hine XO 1er Cru reveals the pure expression of Grande Champagne, magnified by the power of time. This is the result of the work of four hands. Eric and Paul have worked hand in hand to create one of the brightest and most luscious XO on the market. Hine XO 1er Cru is what symbolizes the handover of one generation of Cellar Master to the next.
Housed in a decanter with facets inspired by Hine’s tradition, this new expression from the House honors our past, blending boldness with refined, elegant packaging that highlights our unique character.
VIRGINIA: Hine is known for using double distillation with lees. How does this process enhance the complexity of the new XO 1er Cru? Can you explain what makes this technique unique to Hine?
PAUL: The lees give fatty acid esters to our cognac, giving it more power and roundness. But also, a better aptitude for aging. This technique is not specific to Hine. What is unique is the 3 main points combined of Champagnes only (Petite champagne and Grande Champagne), lees during distillation, and fine grain oak barrels
Hine uses only fine grain oak barrels
Hine's Vineyards
The stag, Hine's logo
Hine directly next to the Charente river
VIRGINIA: Could you share the story behind the redesign of the packaging? What does the iconic red deer symbolize in the context of the new branding, and how does the new bottle design reflect Hine's heritage and vision for the future?
PER EVEN: Whilst Thomas Hine himself chose the emblematic stag, it was his grandson, Isaac George Hine who registered it as a trademark in 1867. Today, the iconic stag returns to its roots and reveals all its finesse, elegance and noblesse. A bold statement, a tribute to our heritage.
Celebrating over 260 years of craft and luxury, the House of Hine has seen 2023 as a milestone in its development. With true ambition for the brand, always inspired by past and future challenges and opportunities, Thomas Hine & Co revealed its renewed brand expression as a first step to its refreshed global marketing and communication strategy that has been internationally implemented over 2023. It is now time for us to continue our journey and to nurture and disseminate our singularities with one philosophy as a guidance: “At Hine and Nowhere Else.”
Our objective is to reintroduce the Maison’s unique exclusivity, strengthen our boldness and authority, convert more curious cognac enthusiasts into connoisseurs, and educate and delight a growing audience with the distinctiveness of our one-of-a-kind cognacs crafted at Hine and nowhere else. We are paying homage to our heritage by infusing our audacity into refined and elegant packaging and cognacs that reflect our singularities.
VIRGINIA: Hine’s VSOP and Hine Rare have also undergone evolutions. What inspired these changes, and how do they reflect the house's ambition to stay relevant in a rapidly evolving cognac market?
PER EVEN: As far as our VSOP is concerned, formerly known as H by Hine, our wish was to strengthen the VSOP positioning and clarify this on the label. Not much more. As to Rare, by enriching the label texture and look as well as displaying our unique trilogy (Fine Champagne, lees, fine grain lightly toasted oak), we believe we make it easier for the consumer to understand why it is Rare and its trade-up positioning, from VSOP on the way to XO.
VIRGINIA: You decided to focus on the “standard range” for the rebranding. Is the Bonneuil range eventually following the same path?
PER EVEN: The core range is step one. There is plenty to expect from Hine as from 2025.
VIRGINIA: Paul, as the new cellar master, how do you approach the blending of different crus and the aging process to maintain Hine’s signature style?
PAUL: In the same approach that Eric taught me, to succeed in a blend, the entire value chain must be perfect. The grape, the wine must be perfect and after that, you need a good distillation and aging. Finally, the blending process is the most important part. For example, if you do a good VSOP you must of course make a good selection, but you also make your selection for your future XO at the same time as the lots that you will not select for the VSOP.
VIRGINIA: How have you been able to keep sales up while the market currently has some trouble? How do you engage loyal customers but also newbies to Cognac?
PER EVEN: As a 261 years young company, we’ve seen ups and downs in the past. Even in challenging times such as the ones we are going through right now, there are opportunities to be found. We firmly believe in the strength of our roots, our cognacs and the uniqueness of our proposition. Our audience is there, in the markets across the globe. It is our task to build efficient bridges between Jarnac and the right target.
Eric Forget and Paul Szersnovicz
VIRGINIA: Sustainability and terroir are important themes in modern spirits production. How does Hine incorporate these values into its cognac-making process, and are there any new sustainability initiatives you plan to champion under your leadership?
PER EVEN: For over 260 years, Hine has set the standard for excellence in the world of cognac. Our “artisans créateurs” team passionately shared our expertise and values in France and worldwide. Our guiding principles are authenticity, audacity, excellence, and elegance. In line with the vision of our founder, Thomas Hine, we seek to nurture and showcase our unique qualities with the motto “At Hine and Nowhere Else”.
As dedicated custodians of Hine, we are also committed to adapting our practices to meet modern challenges, ensuring the preservation of resources and the environment. To contribute to a better future, we are fostering a sustainable, collaborative, and enriching ecosystem for the individuals we work with.
VIRGINIA: Both of you have been pivotal in shaping Hine’s future direction. What excites you most about the future of the brand, especially with this new range?
PAUL: For me, it’s the coherence of the process and our triptych. I think we can go very far with the approach to the terroir not hidden by the wood and enhanced by the lees.
PER EVEN: Hine has had the capability to challenge itself many times in the past, thinking both outside the beaten track and ahead of its time. Never settling, never satisfying ourselves with what we have achieved so far. This “rejuvenation” of our core range is a first step of an exciting program that we are going to roll out over the coming years.
VIRGINIA: Can we expect any limited editions or special releases in the near future? If so, can you provide a glimpse into what they might offer?
PAUL: Yes, we have a lot of projects in our pipeline but unfortunately, I can't say anything about them... for the moment.
VIRGINIA: How would you describe the cognac industry right now compared to other spirits industries? What is the outlook for the next years? Do you see any trends coming up?
PER EVEN: Cognac has been around for centuries. Perhaps limited possibilities for innovation are a challenge compared to other categories. Nevertheless, cognac has strong credentials (roots, identity, quality, authenticity, etc.) that is appealing to a lot of consumers across the globe. Enhanced communication about it and continuous consumer education, will undoubtedly contribute positively to the development of cognac in the future.
VIRGINIA: As you look ahead, what milestones do you aim to achieve for Hine over the next years?
PAUL: Accomplishing everything we have in the pipeline! Respecting the timing!
VIRGINIA: Paul, if you had to choose one Hine cognac that represents your vision for the future, which one would it be and why?
PAUL: XO 1er cru of course ! The Triptych seen nowhere else !
VIRGINIA: Which is your favorite Cognac? Do you enjoy other spirits than Cognac?
PAUL: My favorite Cognac is Homage from Hine. A real finesse and delicacy. Concerning other spirits, I also really like whisky and in particular French whisky to be chauvinistic. But aromatically I have never seen anything as complex and sophisticated as cognac!
VIRGINIA: Which is your favorite Cognac Per Even?
PER EVEN: Rare, a great ambassador of the Hine style, fantastic price quality ratio, and very versatile in its consumption opportunities.
VIRGINIA: Can you both share a memorable moment from your time at Hine—whether it’s related to the new range or an experience that has shaped your journey with the brand?
PAUL: It was when I tasted our oldest vintage 1850 with Eric. This moment is written in my mind.
PER EVEN: I will quote Bernard Hine, who has been my most important source of knowledge and inspiration: ”Time does not respect what you do without it”.
VIRGINIA: Many thanks for your time and thoughtful responses.
PAUL: Thanks it was a pleasure speaking with you.
PER EVEN: Our pleasure, Thank you. We hope that we could provide valuable insights about Hine Cognac. We are looking forward to hearing from you how the community liked the interview!
Hine's salon
Conclusion:
In this insightful interview, Paul Szersnovicz and Per Even highlighted how Hine’s evolution continues to build on its rich heritage while looking toward the future. Paul, now transitioning into his role as the new cellar master, shared his deep connection to the craft of Cognac-making, nurtured since childhood, and his commitment to maintaining the legacy of his predecessor, Eric Forget. Paul’s approach emphasizes continuity, blending tradition with thoughtful innovation through meticulous processes like lees distillation and a focus on the Grande Champagne terroir.
Meanwhile, Per Even reinforced the commercial and strategic direction of Hine, spotlighting their commitment to quality, heritage, and the relationship with global partners.
Looking forward, Hine’s refreshed core range, particularly the new XO 1er Cru, exemplifies this seamless blend of history and modernity. Both Paul and Per Even are excited about the future, with new projects in the pipeline and a clear vision for the continued success of the house. From respecting the past with thoughtful innovation to connecting with both seasoned connoisseurs and new generations, Hine is poised to remain a key player in the premium Cognac market for years to come. And we certainly are thrilled to get our hands on this new range.
As a young man, Thomas Hine left his native Dorset in England to make a life in France. Rumor has it that his family was involved in smuggling spirits between France and Britain. Thomas Hine was briefly imprisoned during the height of the French Revolution, however, not as a smuggler but as a suspected British spy. He then married a local woman and soon became the heir to her father’s cognac business in Jarnac. In 1821 he founded Thomas Hine & Co. His premature death at the age of 47, just one year after he had renamed the company, was a shock to the business, but because he had established such good company structures, it was not too difficult for his son Thomas Georges to take over. In fact, he did a very fine job at running the cognac house, introducing strong bonds with Russia, Germany, Austria and the Benelux countries.
With its family tradition, the cognac house remains to be in the hands of Hine descendants, all of who have a love for perfecting the art of cognac making. They abide by the motto of the founder that "less is more", so the previous Hine cognacs were Hine Rare VSOP, Hine Antique XO, Hine Jarnac-matured Vintage Cognacs and Hine Early-Landed Vintage Cognacs, which was a relatively small range.
Hine is a very forward-looking business, continuously introducing modern strategies such as biological farming techniques. Their website shows an innovative approach and stands out in the industry. The current cellar masters Eric Forget and Paul Szersnovicz make sure to select exceptional years as single vintages, which is a much-treasured tradition in the house of Hine. It means that there is a selection of single year vintages dating back to 1957.Visit Hine
For 200 years, the property of Hine Cognac on the banks of the Charente River stayed true to its traditional décor. Recently, British interior designer Russel Sage completely revamped the beautiful manor house with his eccentric experimental style.
Guided tours in French and English upon appointment. Contact Hine for reservations.
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