In a bid to strengthen its on-ground activation, LVMH cognac label Hennessy has revived classic recipes via 'City Cocktails' in its latest global campaign.
"The objective of this campaign is to expose consumers to the 'Art of Blending'. This will allow them to discover and experience the way people drink Hennessy in different parts of the world," said Angela Lam, regional marketing manager, Moët-Hennessy Asia-Pacific.
"The objective of this campaign is to expose consumers to the 'Art of Blending'. This will allow them to discover and experience the way people drink Hennessy in different parts of the world," said Angela Lam, regional marketing manager, Moët-Hennessy Asia-Pacific.
The five cocktails, named Miami, Paris, New York, Moscow and Shanghai, are adapted from old-fashioned recipes used generations ago in the aforementioned cities.
'Hennessy Shanghai', for example, mixes cognac with lemon and orange bitters, based on how captains of the Royal Navy took their cognac when they first dropped anchor in Shanghai during the hot summer months of the late 1800s. Meanwhile, 'Hennessy New York' combines the drink with Coca-Cola and lemon juice, reflecting how drinkers disguised the liquor during the Prohibition period in the city.
The five cocktails will gradually be introduced in music-related parties and in-bar activations running throughout the year, supported by the addition of high-impact merchandising catered towards a younger, affluent crowd.
Though traditionally seen as an old man's drink, the spirit has seen a surge in younger consumption recently, as it is typically endorsed by hip-hop artists.
The cognac brand has also ramped up its music-marketing platform through 'Hennessy Artistry', a series of music-related parties, concerts and sponsorships.
Globally, Hennessy dominates the cognac category with 70 per cent market share, as reported in 2005. LVMH's wine and spirits segment—which includes Hennessy, Moët & Chandon, Dom Perignon and Veuve Cliquot — posted an 18 per cent net increase in the first half of this year over the same period last year. In Asia, Hennessy commands individual markets, except in Singapore, where Pernod-Ricard's Martell is the category favourite.
Martell has also ramped up its on-ground efforts through its new VSOP campaign, 'Rise Above', which launched this summer to tap into a young, affluent audience. It is also in the process of re-engineering its Martell Elite Club to cover its entire portfolio of Martell products (Media, 28 July).
'Hennessy Shanghai', for example, mixes cognac with lemon and orange bitters, based on how captains of the Royal Navy took their cognac when they first dropped anchor in Shanghai during the hot summer months of the late 1800s. Meanwhile, 'Hennessy New York' combines the drink with Coca-Cola and lemon juice, reflecting how drinkers disguised the liquor during the Prohibition period in the city.
The five cocktails will gradually be introduced in music-related parties and in-bar activations running throughout the year, supported by the addition of high-impact merchandising catered towards a younger, affluent crowd.
Though traditionally seen as an old man's drink, the spirit has seen a surge in younger consumption recently, as it is typically endorsed by hip-hop artists.
The cognac brand has also ramped up its music-marketing platform through 'Hennessy Artistry', a series of music-related parties, concerts and sponsorships.
Globally, Hennessy dominates the cognac category with 70 per cent market share, as reported in 2005. LVMH's wine and spirits segment—which includes Hennessy, Moët & Chandon, Dom Perignon and Veuve Cliquot — posted an 18 per cent net increase in the first half of this year over the same period last year. In Asia, Hennessy commands individual markets, except in Singapore, where Pernod-Ricard's Martell is the category favourite.
Martell has also ramped up its on-ground efforts through its new VSOP campaign, 'Rise Above', which launched this summer to tap into a young, affluent audience. It is also in the process of re-engineering its Martell Elite Club to cover its entire portfolio of Martell products (Media, 28 July).
