Very few brands are as intricately woven into the fabric of a music genre as Hennessy is to hip hop.
As an undeniable mainstay in hip hop over the decades, the brand is one of the most namedropped spirits, and it’s this meaningful relationship that has solidified its legacy.
It’s, therefore, not surprising that Hennessy would want to recognise the past 50 years of the genre and create a release that can act as a symbolic toast to the next 50.
To do this, the brand has collaborated with Grammy-Award-winning rap legend Nas to unveil a Limited-Edition Hennessy V.S bottle with a never seen before HenNASsy logo.
The brand has partnered with the Queensbridge rapper for over a decade, and in 2020 he became a brand ambassador for Hennessy, but this latest collaboration is historic as it marks the first time the brand has renamed a product.
The launch is being supported by a new campaign called Rep Yours, designed to represent innovators of the past and the up-and-coming artists of the future. Calling on fans to show what Hip Hop means to them through an immersive digital expression.
As part of the campaign, Hennessy will launch Hennessy AI.bum Covers, an AI-led photo experience that will transform selfies into personalized album covers based on iconic eras in hip-hop and a social-media campaign challenging fans to “Rep Yours” by sharing what hip-hop means to them.
“Hennessy has been an undeniable mainstay in Hip Hop, intricately woven into the fabric of the genre and its global influence for decades,” said Jasmin Allen, Senior Vice President, Hennessy USA. “We’re proud to honour Hip Hop’s 50th anniversary with a pioneer of the art and culture – Hip Hop icon, Nas – as we celebrate the debut of our collaborative Limited-Edition Bottle.”
To capture the spirit of Hip Hop, Nas narrated a film in partnership with Renell Medrano, a renowned photographer who grew up in the Bronx and takes inspiration from her New York roots. This film serves as Nas’ love letter to Hip Hop and will feature imagery of the new Limited-Edition Hennessy V.S Bottle.
“It means a lot to me to celebrate this legendary moment in Hip Hop history with Hennessy, a brand that has supported me for over 10 years,” said Nas. “Hennessy is part of our culture and continues to inspire generations of Hip Hop fans, so I’m really proud to share our new Limited-Edition bottle with the world.”
To celebrate further, the brand has created three new recipes to be used with the HenNASsy release.
BITTER BEATS
Powerful and distinctive, Bitter Beats follows a precise creative protocol. Place a single ice cube in a glass and — like a graffiti artist taking to the streets of New York — add a sprinkle of sugar or colourful sweetener. An instant favourite in Hennessy VIP lounges, this cocktail delivers a punch of cocoa bitters that keeps time with the Beats.
Ingredients
- 50 ml HENNESSY Very Special
- 10 ml Orange coloured simple syrup
- 3 dashes FEE BROTHERS Aztec chocolate bitters
Instructions
Add the Hennessy cognac and the bitters into a mixing glass filled with ice, then stir until well-chilled. Strain into a rocks glass over one large clear ice cube. Garnish with a pipette containing orange-coloured simple syrup.
SEDGWICK REMIX
A surprise in a glass, with a zesty, unexpected melange of Hennessy V.S and Campari. Its bitterness softened by bergamot essential oils and a dash of cherry, Campari joins forces with cognac in the Sedgwick Remix — so named for the avenue where hip-hop was born. Today, the party that got started in 1973 keeps on rolling with Hennessy V.S. x Nas.
Ingredients
- 40 ml HENNESSY Very Special
- 7.5 ml CAMPARI bitter
- 100 ml Bergamot and cherry soda
Instructions
Pour the Hennessy cognac into a highball glass filled with ice cubes. Top with bergamot & cherry soda. Give a quick stir to combine.
