Hennessy launches its first RTD cognac cocktails in 260 years

Hennessy has introduced its first ready-to-drink cocktails, marking a new chapter for the house after more than 260 years of existence. The collection is called Hennessy Very Special Cocktails, and consists of three drinks: Henny-Rita, Henny Berry and Henny Iced Tea. This is the first time in the brand's history that its cognac has been combined with other ingredients in a pre-prepared format.

The new line is based on Hennessy Very Special cognac, and will be available exclusively on the US market from July, taking the house into one of the fastest-growing segments of the US alcoholic beverage market - the ready-to-drink cocktail segment, which is increasingly popular among consumers.

Charles Delapalme, chairman and CEO of Hennessy, owned by LVMH, links this move to the history of the house. He points out that cognac, even before the prohibition period, was an integral part of numerous cocktail recipes that later became classics, and he sees this contemporary project as a natural continuation of that tradition.

Renaud Fillioux de Gironde, the eighth-generation master blender at Hennessy, is responsible for developing the collection. His task was to design a ready-to-eat drink that retains the balance, character and aromatic richness of the cognac on which it is based. The inclusion of the main blender in this project shows that the house, even in the new category, remains dedicated to craftsmanship.

Each of the three variants has its own distinctive profile. Henny-Rita is inspired by Margarita, Henny Berry combines notes of blackcurrant and blackberry with menthol reminiscent of Mojito, while Henny Iced Tea brings the flavors of orange and black tea.

With this launch, Hennessy wants to explore new ways of enjoying cognac and bring its heritage closer to new generations and new opportunities for consumption. The brand says that by connecting the long-standing tradition of craftsmanship with the changing habits of consumers, it reaffirms the pioneering spirit that has guided it since its foundation.

Photos: The MenWith Briefing