LVMH cognac brand Hennessy XO is gearing up to launch a new consumer-led campaign, which will aim to reposition the drink as a versatile spirit, rather than an after-dinner, night-time tipple.
The initiative follows on from Hennessy’s recent work to win over the on-trade. It saw the brand deliver an experiential pop-up (featured in the video above) within Moët Hennessy’s UK headquarters that featured a room of mirrors, a tasting session with influential mixologist Mr Lyan and a screening of a bespoke film from Drive director Nicholas Winding Refn.
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Source: The Drum
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