Industry News

Moët Hennessy Roundup: Winter 2022

MH header

Jan. 27, 2022

In an industry where success is defined by both innovation and endurance, Moët Hennessy is an unstoppable force. This winter, we’re looking at some of the big news coming out of the house, major successes from the past year, and what it all means for our customers.

Single vision for single malts

The future looks bright for single malts, according to internal analysis from Moët Hennessy. In a recent exclusive interview with Shanken News Daily, Allison Varone, vice president of emerging brands at the company, shared some amazing stats and analysis. Varone explained that the overall portfolio continues to trend up, with the numbers from 2021 beating both 2020 and 2019.

“We’re particularly seeing that the big markets are still growing,” Varone told Shanken. “There are a lot of markets in which the consumers are gravitating towards whisky.”

She added, “The Glenmorangie business has been quite resilient. We’re seeing the extra mature range of La Santa, Quinta, and Nectar d’Or, and also 18 year and Signet enjoying some really great growth for several years now.”

She mentioned X by Glenmorangie as a rising star among on-premise accounts.

Jay-Z lays down the Ace of Spades

In 2006, music mogul and entrepreneur Shawn “Jay-Z” Carter expanded his portfolio with the acquisition of one-half of the Armand de Brignac house of fine wines. Nicknamed “The Ace of Spades,” the unmistakable brand had already made a prominent appearance in Carter’s 2006 hit, “Show Me What You Got,” as well as its big-budget, star-studded video.

In 2014, Carter completed his buyout of the brand and aggressively leveraged his own star power to drive promotion of Armand de Brignac to a wider audience. By 2019 the brand was selling 500,000 bottles worldwide.

Fast forward to February 2021 and the announcement of Moët Hennessy’s acquisition of a 50 percent stake in Carter’s brand. Now part of the larger Moët Hennessy family of fine wines, the Ace of Spades is poised to become even a bigger player in the market.

With a deep roster of world-class wines (see the recent crop of 90+ reviews from Decanter), Armand de Brignac will satisfy the most discerning of wine aficionados.

Hennessy’s high-scoring NBA partnership

The National Basketball Association is one of the most lucrative sports organizations in the world, powered by a dedicated fanbase and the incredible star power of beloved players, both current and historic. In 2021, Hennessy Cognac, already the league’s Official Spirit, was tapped by the league to become the first ever Global Spirits Partner in a move that will elevate the brand’s recognition both worldwide and in the United States.

Hennessy x NBA Limited Edition Bottles

“We are honored by the distinction as the first global spirit partner in the NBA’s history,” said Julie Nollet, Hennessy global CMO, in a recent statement. “The NBA is more than basketball, and Hennessy is more than cognac. We represent global communities, and this partnership empowers us to support a game and culture that brings people together through entertainment and camaraderie.”

Hennessy kicked off this new, multi-year chapter in its ongoing relationship with the NBA by releasing two limited edition bottles as well as a starting lineup of seven new cocktails inspired by the league and created by Hennessy’s Global Ambassador and Mixologist, Jordan Bushell.

New Year and new opportunities

What other big news will Moët Hennessy make in 2022?

First up is Hennessy’s collaboration with artist Zhang Enli on a special edition to commemorate the Year of the Tiger. The Chinese multi-media creator worked with Hennessy to craft an incredible new bottle for the Lunar New Year, featuring dreamlike artwork and premium packaging perfect for gifting or collecting.

As the year continues, one thing is certain: our friends at Moët Hennessy will continue to push their brands forward, through partnerships, innovations, and other campaigns, creating new opportunities for our customers to grow along with their brands.

Connect with us to find out more, and to get started turning these big moves into big wins for your business.