Hennessy brings luxury to casual drinking occasions
LVMH-owned Hennessy Cognac has entered the ready-to-drink space with Hennessy Very Special Cocktails – a collection of bottled serves designed to bring people together.
Crafted with Hennessy Very Special (VS) Cognac, the range is described as a modern, effortless way for consumers to enjoy the brand’s signature spirit.
Said to reflect the Maison’s legacy of ‘defining the most demanding quality of Cognac’, each cocktail combines Hennessy VS with ‘carefully selected’ flavours to offer ‘distinctive recipes and effortless enjoyment for every occasion’.
The Hennessy Very Special Cocktails collection features three expressions presented in 375ml Hennessy VS bottles.
The first is the Henny–Rita – an 18% ABV twist on a Margarita that boasts round citrus and toasted notes of Hennessy VS.
Meanwhile the Henny Berry, bottled at 20% ABV, is a fresh, Mojito-inspired cocktail that boasts the brightness of natural blackcurrants and blackberries, with a twist of lime and mint balanced by the smooth spice notes of the spirit.
Finally, the 18% ABV Henny Iced Tea is described as a laid-back refresher, combining crisp black tea with delicate orange and lemon flavours, complemented by the soft vanilla and spice character of the VS Cognac.
Chris Gabaldon, president and CEO of Moët Hennessy North America, told The Spirits Business why now felt like the right time for the brand to enter into the ready-to-serve (RTS) space: “Expanding into new occasions is an exciting and fitting evolution for Hennessy. With Hennessy Very Special Cocktails, we’re inviting Hennessy and cocktail fans to enjoy our beloved Cognac during more casual, everyday moments like happy hours, summer barbecues, and other social gatherings, experiencing the same level of quality Hennessy is known for.
“Hennessy masterfully connects premiumisation, culture, and experience – elevating how people engage through moments of celebration, gastronomy, and cultural relevance. Hennessy Very Special Cocktails expands our opportunity to deepen relationships with our current community and cultivate new relationships with people who are trading up and gravitating towards well-known brands they trust.”
Gabaldon added that the brand has noted consumers are gravitating towards various flavour profiles based on occasion, season and preference. The new RTS range is the brand’s way of offering fans “an opportunity to enjoy their favourite flavours and cocktails with the world’s most popular Cognac”.
Furthermore, he said the company sees Hennessy Very Special Cocktails “as an entry point for newcomers, a long-term evolution of the brand itself, and exciting expansion for our enduring fans”.
He added: “This new innovation was created to meet evolving habits while introducing new opportunities for people to experience the versatility and quality of our Cognacs in a fresh and accessible way.”
Plus, he noted that new innovations such as this “allow us to stay connected with our audiences, show up in new occasions, and unlock moments that feel true to who Hennessy is.”
‘Henny Season’
The launch of the cocktail collection is being supported by a ‘vibrant’ campaign that seeks to celebrate the spirit of ‘Henny Season’.
Through colourful, ‘optimistic’ experiences and collaborations with cultural ambassadors, the campaign invites a new generation of consumers to discover Hennessy in a fresh and accessible way, and via events, digital storytelling and social moments, Hennessy Very Special Cocktails will celebrate connection, creativity and the shared moments that define the season.
The brand has chosen to feature a new generation of cultural voices within the campaign, including Quenlin Blackwell, a comedic creator known for her candid and irreverent perspective; Salem Mitchell, a model and creative recognised for ‘redefining modern beauty’; and Michael Cimino, an actor and musician with ‘a natural on-screen presence’.
“Partnering with these emerging voices ensures Henny Season reflects how newer generations connect with culture, luxury, and social drinking occasions,” said Gabaldon. “We want to celebrate those real-life moments that resonate with these generations through a diverse range of influential and authentic personalities. It was important for Hennessy to spotlight partners who authentically embody the fresh energy, connection and creativity that define the Henny Season campaign, while remaining true to Hennessy’s core brand DNA.”
Gabaldon explained that the brand is “celebrating people’s everyday experiences while organically spotlighting how Hennessy shows up in their worlds” via the campaign.
“The next generation of drinkers is deeply interested in authenticity, craftsmanship, and purpose, which are qualities Hennessy has always embodied. With Henny Season, we’re expressing that heritage in ways that feel contemporary and culturally fluent while honouring Hennessy’s rich legacy.”
Hennessy Very Special Cocktails are available exclusively at select retailers across the US, priced at US$15.99.
Earlier this year Hennessy was one of the headline sponsors of The Brit Awards.
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