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Breaking down nothing less than paradise on Earth, the new communication campaign for “Paradise” by Hennessy cognacs (LVMH group) is carried by a piece of music played on the piano by American singer Alicia Keys and Chinese virtuoso Lang Lang. Gathered for a music video in the Utah desertthe two artists play together to symbolize the art of blending inherent in Cognac eaux-de-vie.
While targeting the most promising markets for cognacs, the United States and China. While these two destinations have seen their cognac purchases drop in 2022 (between American logistical difficulties and Chinese health policy, not to mention the comparison with the performance of 2020 and 2021), Hennessy is maintaining its ambitious communication plans. This is evidenced by the partnership with the NBA, a very popular American basketball competition in Asia.
Created in 1979 by cellar master Maurice Fillioux, Le Paradis de Hennessy is made from old eaux-de-vie from the founder’s cellar. Its selling price is €1,060 for a 70 cL bottle on the LVMH online sales site (Clos19).
