Moët Hennessy has extended the recently-launched tie-up between cognac mark Hennessy and LeBron James in Asia Pacific’s global travel retail channel.
The partnership, which centres around a limited-edition pack for Hennessy’s VSOP expression, kicked off late last year at Singapore’s Changi and Hong Kong International Airports. Earlier this month, the concept was also rolled out to GTR operators in Japan, Macau, Malaysia, South Korea, Taiwan and Thailand.
Further locations in Asia Pacific will take stock of Hennessy x LeBron James VSOP “in the coming weeks”.
James, who plays for the Los Angeles Lakers basketball team and is the NBA’s all-time leading scorer, already has a presence in the alcohol industry, having become an investor in the Lobos 1707 mezcal and tequila brand. Last month, Diageo took majority ownership of the business through a stake swap with brand investment group Main Street Advisors.
Three weeks ago, reports broke claiming that Moët Hennessy is working to reduce its global employee headcount by around 10%.
