Moët Hennessy has agreed a marketing partnership with the UK’s Brit awards for its flagship cognac brand.
Hennessy, which marked its 260th anniversary last year, will be the event’s ‘official cognac partner’. Moët Hennessy, the wines & spirits arm of LVMH, is running activations at bars across host city Manchester in the lead up to awards night on 28 February.
Financial details of the deal were not disclosed.
This year marks the first time the Brit awards will not be held in London, and Moët Hennessy has organised local activations drawing on Manchester’s musical heritage, including live-music events and club nights featuring Hennessy-based cocktails. Activities will also include a pop-up speakeasy bar with a Britpop covers band. The bar, in Studio IV at Mollie’s Hotel & Diner in the city, will be open from 16 February to 9 March.
Last month, Moët Hennessy posted a 9% top-line slide from the final quarter of 2025. Weakness in China and the US weighed particularly on Hennessy’s performance during the three-month period.
