Our friends at Moët Hennessy have embarked on some amazing partnerships in recent years, each one reinforcing the message of luxury, sophistication, and excellence at the heart of their rich portfolio of premium wines and spirits.
This season, the company continues its commitment to “Never stop. Never settle” through their latest partnerships with artistic luminaries: Latinx musical innovator Maluma and iconic fashion photographer and director Jonathan Mannion. Both of these accomplished, exciting artists embody the company’s all-encompassing drive toward excellence.
The Rhythm is Gonna Get Consumers
Global musical dynamo Maluma is known for his blending of the rhythms of many nations, just as Hennessy blends its pristine ingredients into the world’s best-selling Cognac. Now, the international phenom has partnered with the Cognac-producer for a special Hispanic Heritage Month and beyond drive to bring the Hennessy brand to Latinx audiences.
Much like Maluma’s music, this partnership is rooted in shared themes of family, community, and legacy, according to the company, and will include support from Maluma’s ongoing U.S. tour, original content, promotion across his many channels, and even a special collectors’ item for super fans of Maluma and the brand.
“Hennessy has a long history of celebrating cultural icons who push the limits of potential, and Maluma couldn't fit this criterion better as someone who's making history right before our eyes. Maluma's willingness to push boundaries in music, coupled with his passion and energy for his craft are a true inspiration and a perfect reflection of our values,” said Giles Woodyer, Senior Vice President, Hennessy U.S.
Billed as one of the year’s breakout crossover artists, Maluma is reaching audiences every day through his 11:11 U.S. tour, continuing now through December. To celebrate the tour, and the partnership, Hennessy has released a special cocktail, The 11:11.
The 11:11
Ingredients:
2 parts Hennessy V.S Cognac
Splash Raw Cane Syrup (or Demerara Syrup)
1 dash Smoked Chili Bitters
1 dash Angostura Bitters
Orange Twist
Directions: Add all ingredients to a mixing glass with ice and stir to chill, strain into a rocks glass with ice and garnish with orange twist.
Picture Perfect Partnership
Moët & Chandon’s partnership with Jonathan Mannion, on the other hand, is the first seed planted in the company’s new annual program, Nectar of the Culture. The initiative celebrates the people, places and moments that push culture forward, according to the company.
As a world-renowned photographer and documenter of hip-hop’s “Golden Era,” Mannion will work with Moët & Chandon to shine a spotlight on the incredible cadre of new music and fashion pioneers who are driving the culture forward today. The current era, dubbed the “Rose Gold Era” by Mannion and Moët & Chandon, will be explored and celebrated in the program in part through a new limited-edition, custom-designed bottle of Moët & Chandon Nectar Impérial Rosé.
“When it comes to iconic photographers, there are few that have the pedigree and industry respect of Jonathan Mannion,” said Jasmin Allen, Vice President of Moët & Chandon. “Mannion has been a behind-the-lens fixture in hip-hop, documenting its ‘Golden Era,’ and will capture the next generation of tastemakers. We are proud to introduce a new program and limited-edition bottle of Nectar Impérial Rosé to celebrate his long-standing commitment to the culture.”
“I've had the privilege of capturing pioneers during the Golden Era of Hip-Hop who are now known as industry legends,” said Jonathan Mannion. “I've seen first-hand how Moët & Chandon has been an iconic symbol in the culture. We honor this lineage from then to now with a new class of creative thinkers, in what I like to think of as the Rose Gold Era. With Moët, I raise my glass to the next generation of visionaries who define it.”
We look forward to seeing more of this new and ongoing program, and the incredible content it will produce. Is your business ready to share the message with consumers and meet their demand for premium wine and spirits?
Talk to your Breakthru Sales Consultant today to find out more about how these partnerships can be a win-win for your business.