If there was ever a more apparent time that Hennessy is for the culture, it’s now! The world’s best selling cognac has been one of the leading brands represented by the hip-hop culture for years; especially with Nas being a spokesperson for Hennessy. However, now the 250 year old company has reached new heights by becoming the official “spirit” of the NBA, WNBA and USA Basketball team.
The brand partnership is said to begin this year during the 2020 All-Star game located in Chicago, Illinois. It will be interesting to see what type of events, cross-branding, and incentives come out of this partnership. However, it should be easy to assess that Hennessy will continue to be the most preferred drink for the culture going into this next decade!