Moët Hennessy has unveiled a ‘fire horse’-themed activation for its namesake cognac mark in the global travel retail channel across Asia Pacific.
Timed to mark the start of the Lunar New Year last week, assets include a series of “immersive experiences designed to inspire travellers as they journey into the new year”, the brand owner said. These involve “vibrant and sculptural installations”, tastings, games, “gifting rituals and photo-led interactions”.
The total spend on the Lunar New Year activation was not disclosed.
Selected larger sites – including Singapore’s Changi Airport – will offer premixed Hennessy VSOP with ginger ale on tap along with Hennessy XO Espresso Martinis. Also available are special-edition Hennessy red ‘packets’ (a traditional gift given during Chinese New Year) and horse-adorned giftsets.
The wine and spirits arm of LVMH has also released limited-edition packaging for Hennessy VSOP, Hennessy XO and Hennessy Paradis. The ‘Year Of The Fire Horse Limited Editions Collection’ debuted at Singapore Changi Airport on 1 December and is now available across GTR destinations, including Hong Kong, Kuala Lumpur and Bangkok International Airports.
Lunar New Year is observed across Asia and falls between late January and mid-February, depending on the lunar calendar. In China, it is also known as the Spring Festival.
Earlier this month, Moët Hennessy saw its sales return to red in the closing quarter of 2025 while full-year sales also registered a dip. The division highlighted trade tensions in China and the US, two of its most important markets, as having hampered its 12-month sales.
