Moët Hennessy has announced details of a project to regenerate 50,000 hectares of forest by 2030, fronted by its flagship Hennessy Cognac brand. The 'Forest Destination' programme, which was launched by the brand this week, will involve on-the-ground projects in all regions in which the Cognac house has operations. Through the initiative, the France-headquartered group hopes to raise consumer awareness of the importance of tree diversity and forest preservation, as well as mobilising other economic stakeholders to take action to protect the global ecosystem. In its domestic market, Moët Hennessy is working with the Office National des Forêts to regenerate a 25-hectare forest in the Charente region, which was devastated by a storm in 1999. In the US, meanwhile, Hennessy has pledged to replant 100,000 trees in Oregon, where local forests have been ravaged by wildfires in recent years. Last year, Hennessy began a ten-year partnership with certified B-Corp Reforest’Action, whose work involves the protection of local ecosystems in South Africa, Kenya and Nigeria, as well projects in China and the US. Forests are particularly important to the production of Cognac, where the quality of oak used to make casks plays a key role in the maturation of the spirit. “The future of humankind depends on our ability to take up the daunting challenge of preserving and regenerating forest ecosystems,” said Hennessy president Laurent Boillot. “This task goes far beyond individual interests. With ‘Forest Destination’, we want to act, participate in a collective movement and contribute concretely to the common good.” In its full-year results for 2021, Moët Hennessy surpassed its pre-pandemic full-year sales levels to hit EUR5.97bn (US$6.68bn). The wine and spirits division of high-end consumer goods group LVMH said a 22% rise in 'Spirits & Cognac' sales contributed to the record-high 12-month sales. Moët Hennessy Performance Trends 2017-2021 – results data