You need to be 15 minutes ahead of everybody else

Champagne at noon, a private room in a five star hotel, a cursive nameplate and 12 seats around a table. This, I’m pretty sure, is what luxury looks like—and it’s a far cry from the microwaved leftovers I’d otherwise be enjoying at my cubicle. At the head of the table, sits Hennessy president Bernard Peillon, and filling the rest of the seats are a few Canadian media, and handful of content creators who have just begun working alongside the heritage cognac brand. When I speak with Peillon after the decadent (and boozy) three course lunch, I want to find out exactly what I need to do to enjoy more meals like this.

Hennessy is just one of the brands in the expansive LVMH (Louis Vuitton Moët Hennessy) portfolio, the self-proclaimed “world leader in luxury.” As the president of a pillar in the luxury market, Peillon has a clear vision of what it takes for someone to maintain and promote Hennessy’s precise sense of excellence. They won’t just let anyone represent their brand, but at the same time, they tap an extremely diverse set of collaborators. Over the past year alone, Hennessy has worked with American rapper A$AP FergPortuguese artist VhilsMexican boxer Canelo Álvarez and fashion brand Opening Ceremony.

You don’t need to be a pro-athlete or a recording artist, but there are a few hard-to-come-by qualities you will need if you want to work for or on behalf of a luxury brand. Here’s what Hennessy president Bernard Peillon is looking for.

In your opinion, what skills are required for someone to work with a luxury brand like Hennessy?

When they recruit new talent to join us—which we do on a regular basis and I meet every single candidate – I’m first looking for a sense of aesthetics. Is the person cultured? Are they interested in the arts? Does he or she know anything about history? It’s to be more educated than the average; to reach a level of sophistication or refinement where you’re able to enjoy, appreciate and be discerning in the aesthetics.