Hennessy’s LeBron James bottle collaboration is the latest cultural move for the liquor brand
When LeBron James picks up a bottle of Hennessy, you’re not sure what he’s going to do with it—until he pops it on his index finger and starts spinning it like a basketball. The fact that this simple Instagram reel quickly reached 20 million views tells you how important the collaboration between these two mega brands is.
To mark the launch of the special edition bottle, James and the brand collaborated on a series of social content, including a quiz challenge with James’ business partner Maverick Carter. (Do it you (Did you know that Hennessy’s name has been featured on over 7,000 hip-hop songs?)
Laetitia Laplace, vice president of global marketing at Hennessy, says that collaborations like this will be noticed no matter what, but they aim to go beyond the traditional brand’s strong partner: in social media, and the endless internet information that surrounds it, we allow the world to see what we have created through a more authentic lens as possible: LeBron himself.
What’s notable about LeBron’s new venture is that it’s the latest example of Hennessy knowing its place in culture—how fans talk about and use its products—and building on that.
This is not Hennessy’s first bottle collaboration. Last fall, he teamed up with rapper Nas to release a limited edition bottle commemorating 50 years of hip-hop. It also collaborated with Fendi creative director Kim Jones, in 2023, who wrapped the XO bottle in a metal case, mimicking the tissue paper historically used to wrap bottles, which subtly covered the logo to read “Henny.”
Earlier this year, the brand worked with agency Wieden+Kennedy to launch its “Made for More” campaign. It’s branded more as a fun, creative cocktail drink than a centuries-old drink made for a massive oak paneled study.
Teyana Taylor and Snowfall actor, Damson Idris, demonstrates stylish ways to mix Hennessy cocktails, including the “Henny-rita,” with cognac instead of tequila. So far, that campaign has exceeded Hennessy’s expectations, performing more than 1,600% above its estimates.
Meanwhile, the brand is a major sponsor of the NBA, has launched a fashion collaboration with Mitchell & Ness, celebrating the eighth year of the Cypher Initiative (showcasing rap artists in Nigeria) and its hip hop festival based in Johannesburg, South Africa, Back. in the City.
“To continue to grow our cultural footprint, we start with what people love about the product and build from there,” Laplace said. To do that, the brand asks itself three main questions: What are the norms and expectations placed around the brand that they can overcome in their heads? What news has the company not yet revealed that can enlighten us or its audience? How can the brand communicate with its audience in a way that challenges everything they expect from Hennessy?
“When you’ve been around for 259 years, it’s easy to stick to your ways,” Laplace said. “But that makes doing the unexpected a lot more fun, without losing the essence of the product. Especially in the general category.”
