“Hennessy has always had a strong connection with the music industry, particularly hip-hop,” says Laurent Boillot, chief executive officer, Hennessy. “Hennessy is truly the original spirit of hip-hop, which the culture embraced as a badge of success and good taste. We, as a brand, are particularly honored by this recognition. We leaned into this and continuously supported the culture. To celebrate this heritage, we couldn’t have a better partner than Nas.”
“Hip-hop has always had a special connection with Hennessy, and I’m excited to celebrate the culture’s 50th anniversary with a brand and product that pays tribute to its history and impact.”
The limited-edition V.S. bottle features a design that mixes elements of hip-hop aesthetic with Hennessy’s iconic branding. Handwritten notes from a love letter to hip-hop written by Nas are offset by vibrant orange accents (the recording artist’s favorite color), resulting in a disruptive, seemingly spontaneous visual collage anchored by a powerful black-and-white portrait of Nas. In an unexpected playful namesake branding twist, “HenNASsy” is displayed across the packaging, with references to graffiti art, the New York City flag and artwork from the artist’s recent album.
In addition, Hennessy will partner with leading hip-hop and Afrobeat festivals to further mark the celebration and create a unique, interactive Hennessy hip-hop 50th experience to engage with talent and fans worldwide.
Related:The Spirit of Celebrity
The limited-edition Hennessy V.S. bottle will be available at select retailers and online starting in July and will be released in limited quantities.
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