June 28th 2023.
In July 2023, Hennessy will be doing something that it has never done in the brand’s history to celebrate the 50th anniversary of hip-hop. They will be releasing a limited-edition Hennessy VS rebranded with a HenNASsy logo featuring Queensbridge's legendary recording artist Nas.
Nas expressed his thoughts on the collaboration in a written statement: “It means a lot to me to celebrate this legendary moment in Hip Hop history with Hennessy, a brand that has supported me for over 10 years. Hennessy is part of our culture and continues to inspire generations of Hip Hop fans, so I'm really proud to share our new Limited-Edition bottle with the world.”
In addition to the limited-edition bottle, Hennessy partnered with Bronx-bred photographer Renell Medrano to produce a Nas-narrated film. It is being billed as the rapper's love letter to hip-hop and features imagery of the special Hennessy VS bottle.
Jasmin Allen, senior vice president of Hennessy USA, said: “Hennessy has been an undeniable mainstay in Hip Hop, intricately woven into the fabric of the genre and its global influence for decades. We’re proud to honor Hip Hop’s 50th anniversary with a pioneer of the art and culture – Hip Hop icon Nas – as we celebrate the debut of our collaborative Limited-Edition Bottle.”
To further celebrate hip-hop culture, Hennessy’s mixologists have created three unique cocktails. The Big Apple, a tribute to the birthplace of hip-hop, is a fruity mix of Hennessy VS and cinnamon-apple flavors. HenNASsy Honey pays homage to the Hennessy and Nas partnership, combining the complexity of Hennessy VS with the sweetness of honey and the tartness of lemon juice. Incredible Hennessy is a modern twist on a classic hip-hop cocktail, tapping into Hennessy’s legacy within the genre.
Finally, on August 11, 2023, the actual birthday of hip-hop, Hennessy will be sending its Team Hennessy ambassadors across 14 U.S. markets to host hip-hop celebrations. This is certainly an exciting way to celebrate hip-hop’s 50th anniversary!
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