Cover Patrick Madendjian frequents between Malaysia and Singapore, as he handles both markets
Patrick Madendjian frequents between Malaysia and Singapore, as he handles both markets
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The managing director of Moët Hennessy Diageo Malaysia and Singapore, Patrick Madendjian initially began his career in the cosmetics industry
“A recruiter approached me with an offer from LVMH; I thought ‘Who wouldn’t want to work there?’ imagining a role in the LV segment. But as interviews progressed, I realised it was for a role in the MH side,” Madendjian laughingly admits.
Madendjian started at the maison’s French headquarters in marketing, focusing on product development and campaigns for the premium range of Hennessy. Around five years later, he moved to Mexico, still in marketing, but this time in a distribution role for the spirits portfolio. After serving as a general manager in South Africa, he arrived in Asia, first in the Philippines, then Vietnam, now currently in Malaysia and Singapore.
Above Madendjian showing the 2024 limited-edition Hennessy designs by Yang Yongliang
Madendjian showing the 2024 limited-edition Hennessy designs by Yang Yongliang
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Going into his sixteenth year in the alcohol industry, Madendjian reveals that it’s the people he meets and works with who motivate him the most. “I love what I do, because you meet truly extraordinary people—it’s all about encounters and understanding cultures, because our industry, at the end of the day, is all about socialising.
“And the people I work with are amazing—some remind me of myself when I started, and I want to coach and help them grow, exporting those talents to other markets. Plus, the brands we work with and the people they engage, like Yang Yongliang for our recent CNY global campaign, who is among the best artists to represent the Year of the Dragon using our products. Or our previous Kim Jones partnership, which saw us go beyond spirits and venture into sneakers. Not forgetting the consumers too, the people who enjoy our drinks, both young and old, who relate to Hennessy in various ways and have a passion for the brand,” he shares.
Speaking of people, that is also what Madendjian likes most about Malaysia. “I enjoy the country and the quality of life; KL is a big city, but not too big, and traffic is manageable compared to other parts of Asia. But the people are lovely; they are welcoming and generous. In my first week here, I was already invited to dinners in three different homes; something I’ve never experienced before. In other countries, I’ve spent years knowing people but never got invited to their homes—that says a lot about the local culture and mindset,” he says.
Like most within the industry, Madendjian doesn’t have a favourite drink; it’s always about the occasion or time of day. He did, however, recommend having Hennessy Paradis chilled to experience the luxurious liquid differently—and pairing it with seared foie gras to further elevate the flavours. And when it comes to cocktails, he is normally inclined towards a cognac-based sazerac.
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Images: MHD Malaysia
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