Moët Hennessy is targeting the Gen Z consumer demographic with a US marketing campaign for Hennessy cognac’s new line of ready-to-serve cocktails.
A trio of Gen Z “rising stars” have been recruited to front the activation: influencer & model Quenlin Blackwell, actor & musician Michael Cimino and model Salem Mitchell. The three appear in a 65-second spot (below) that will be shared across social media and out-of-home channels in the country.
Activties will also include influencer events and opportunities for LDA consumers to taste the RTS collection “over the next few months”, Hennessy CMO Vincent Montalescot told Global Drinks Intel today (4 June).
Hennessy Very Special Cocktails were launched on Monday (1 June) in the US and are available in three flavours: Henny Rita, Henny Berry and Henny Iced Tea (below). Ranging between 18% ABV and 20% ABV, the RTS line-up carries an SRP of US$15.99 for a 37.5cl bottle.
Asked about market expansion, Montalescot said: “As of now, Hennessy Very Special Cocktails are only available in the US.”
“Maison Hennessy has always balanced deep respect for tradition with an ability to be a pioneer,” said the cognac house’s CEO, Charles Delapalme. “Hennessy Very Special Cocktails mark an exciting new chapter for Hennessy, revealing another dimension of our cognac’s versatility through ready-to-enjoy cocktails designed for modern lifestyles.”
In April, Moët Hennessy cited the “exciting global cocktail scene” for the reason for its launch of three premixes featuring its Chandon wine brand as their base alcohol.
