Moët Hennessy has purchased ‘official spirit’ status for its namesake cognac brand for this year’s America’s Cup sailing competition.
The tie-up with the series of races, which has the company’s parent LVMH as its headline sponsor, will centre around the “mixability of the cognac”. Leveraging Hennessy’s VS expression, the sponsorship arrangement will take the same approach used earlier this year in the brand’s ‘Made for more’ activation that promoted longer serves of the spirit.
The full series commences tomorrow off the coast of Barcelona with five crews competing against each other to take on the defender of the America’s Cup, Emirates Team New Zealand. The final takes place as a first-to-seven series from 12-27 October.
In its results from the first six months of this year, announced late last month, Moët Hennessy’s combined cognac & spirits operations were down 10% on the corresponding period in 2023, although the Hennessy brand delivered a rise in volumes in the second quarter.
