At 253 years old, Hennessy cognac has been around longer than many of the nations on earth. But you’d never know it from the company they keep. Hennessy has a reputation for partnering with cutting-edge, forward-thinking luminaries who help them maintain a strong relationship with consumers. Continuing in that tradition of working with the best and brightest is their newest team-up with multi-talented hip-hop artist A$AP Ferg.
Part of the popular A$AP Mob hip-hop crew, Ferg is a rising star recording artist with multiple gold and platinum records under his belt. He already has incredible name recognition among young, urban consumers who know him for his trendsetting music, and recently Ferg has been making a name for himself as a painter and visual artist. Unsurprisingly, Hennessy sought out Ferg for a partnership on their “Never Stop. Never Settle.” campaign.
Ferg and Hennessy are taking a multi-channel approach to the campaign, with Ferg releasing a new track, “Family,” in partnership with Hennessy, accompanied by cover art painted by Ferg himself. He also released an exclusive video produced with Hennessy detailing his own “Never Stop. Never Settle.” journey.
Ferg’s part in the campaign also includes a signature cocktail, created in collaboration with Hennessy’s own beverage experts. Dubbed the “Hennessy Uptown,” it reflects his own roots in Harlem, New York, while reflecting an eclectic sampling of flavors.
Hennessy Uptown
Ingredients:
1.5 oz. Hennessy V.S.O.P Privilège
.25 oz. cinnamon syrup
3 oz. hibiscus tea
3 dashes Angostura bitters
Directions: Combine all ingredients in a shaker over ice and shake until chilled. Strain over ice into a Collins glass and garnish with a lemon wheel, a pinch of chipotle powder and a float of crème de cassis.
In an interview with Billboard Magazine, Ferg talked about creating this new concoction, and how it came about. “I knew how I wanted it to taste. I'm into culinary arts,” Ferg explained. “All these different ingredients that go into different recipes can create different exposures and moments in your mind when you are tasting something. And, that is what I came up with. I came up with something spicy. I had something that was sweet. The mixologist was able was able to point out what those things were specifically. We came up with a great concoction.” He recently demonstrated the cocktail to television audiences nationwide during an appearance on FUSE TV.
The Uptown is a unique addition to any cocktail menu, and an impactful way to capitalize on the great work Ferg and Hennessy are doing together right now.
We are proud to support the partnership between Hennessy and A$AP Ferg, and we are proud to be your source for Hennessy cognac. Talk to your Breakthru sales consultant to learn more about the full Hennessy portfolio and how your business can grow with these brands.