Moët Hennessy has released details of a global travel retail push for its namesake cognac to coincide with the Chinese Mid-Autumn Festival.
The campaign, which began in September and will run until 30 November, centres around limited-edition Hennessy VSOP and XO expressions (below) created in collaboration with global brand ambassador Jackson Wang. A series of “immersive activations” are planned across the group’s ‘Asia Pacific’ region, including in Hainan, Hong Kong, Japan, Korea, Macau, Malaysia, Singapore, Taipei and Thailand.
Activity for the campaign, titled ‘Experience a New Kind of Ceremony’, includes “tasting rituals and signature serves”, with moon-inspired in-store decorations – the moon is a central feature of the annual event, which is also known as the Moon Festival and took place on 25 September.
“By combining immersive retail environments with thoughtfully curated tasting experiences, the programme reinforces travel retail as a platform for cultural storytelling and premium discovery,” Moët Hennessy said. “Whether exploring the limited-edition expressions, sampling tea-inspired serves or engaging with Jackson Wang’s creative collaboration, travellers are invited to experience Hennessy’s contemporary interpretation of Mid-Autumn Festival throughout their airport journey.”
Last month, Pernod Ricard launched a similar marketing push for the Martell cognac portfolio, also centred around the Moon Festival.
