Bridging Legacy and Modernity with Hennessy x TEAM WANG Design
Global Brand Ambassador of Hennessy Jackson Wang celebrates modern revelry with a limited-edition design of the cognac
Hennessy V.S.O.P. has teamed up with global popstar and entrepreneur Jackson Wang to release a special, limited-edition bottle design of the heritage cognac. The campaign ‘Hennessy x Team Wang Design' speaks of showmanship and meaningful celebration, true to the values of Hennessy as a legacy brand. For this collaboration, Hennessy worked with Team Wang Design, the luxury streetwear brand, where Jackson Wang is the creative director and lead designer.
Here, we speak to Julie Nollet, Chief Marketing Officer at Hennessy about this collaboration with the GOT7 singer and his team. She shares how this collaboration marries heritage with the contemporary, and how the legacy brand aims to push the envelope and attract the attention of more Gen-Zs.
This campaign is very exciting! What led to this powerful collaboration?
‘Hennessy x Team Wang Design’ is indeed an extremely exciting collaboration for us! When we were considering who would be the most suitable Global Brand Ambassador for Hennessy V.S.O.P, the biggest priority was to partner with someone who embodies the core personality and values of Hennessy V.S.O.P – which are meaningful revelry and versatility.
V.S.O.P was created back in the days of King George IV of England, when the English court requested an “excellent quality old pale eaux-de-vie from Cognac”. Hennessy stepped up to create a beautiful cognac that could be at the heart of any celebration, serving everyone’s individual preferences – making it a versatile blend to be enjoyed in a myriad of ways.
So partnering with Jackson Wang made a lot of sense, considering he is a multi-faceted, versatile artiste with a vibrant and charismatic personality. It’s been an incredible collaboration because Jackson has brought his signature flair and showmanship to Hennessy. Now, with the release of the Hennessy V.S.O.P with TEAM Wang Design Limited Edition, you can see how both personalities have been visually brought to life.
How does ‘Hennessy x Team Wang Design’ Limited Edition ring in a new era of modern showmanship and revelry for Hennessy?
Hennessy x Team Wang Design Limited Edition positions Hennessy V.S.O.P at the forefront of fashion and nighttime revelry across Singapore and Asia. Historically, Hennessy V.S.O.P has always been crafted for revelry but with this limited edition, to quote Jackson Wang, Hennessy V.S.O.P is now a "catalyst of new revelry". New revelry means bringing memorable moments, showmanship and immersive luxury to a generation of consumers who live for exciting, spontaneous and visually compelling experiences.
After an eye-opening visit to Cognac, France where he witnessed how Hennessy is crafted, Jackson Wang was inspired to design the limited edition bottle. How does the special design unite the brand’s history with the modern aesthetic of TEAM WANG Design?
During Jackson’s visit to Cognac, he was fascinated by Hennessy’s storied heritage and dedication to superior craftsmanship. When he had a sit-down session with our mixologist, he was also inspired by the versatility of Hennessy and how it pairs perfectly with different and diverse ingredients. He felt so much energy from the brand and wanted to convey this through colour and movement. The result was a high-energy design that incorporates three symbolic colours – white for modernity, vibrant red as a tribute to Hennessy’s signature hue, and gold in a nod to the spirit of showmanship.
A force of nature in both pop culture and the music industry, what does Jackson Wang bring to the world of heritage and luxury at Hennessy?
One of the major things that Jackson has brought to Hennessy is his brand of showmanship. I’m sure you will agree with me that Jackson is one of the greatest showmen of his era with his versatility and creativity, and he has infused every touchpoint of our collaboration with his magnetic style. Jackson has been amazing at bridging legacy and modernity by captivating a younger generation of spirits lovers with his dynamic showmanship while championing Hennessy’s timeless heritage and luxury.
What was the collaborative process like for ‘Hennessy x Team Wang Design’, between Hennessy and Shanghai-based TEAM WANG Design?
The collaborative process on the Hennessy V.S.O.P by TEAM WANG Design Limited Edition was remarkably smooth because of our shared values and vision. We collectively wanted to create a design that could convey the versatility of Hennessy V.S.O.P and its heritage of revelry and celebration, combined with Jackson’s high energy and showmanship. The eye-catching shapes and motifs of the final limited edition design convey movement and dynamism that reminds me a lot of Jackson’s live performances – transformative and multi-faceted!
Two new signature cocktails, ‘The Revelry’ and ‘The Magicman’, have been introduced as part of the ‘Hennessy x Team Wang Design’ experience. How do the drinks accentuate Hennessy’s vision for the campaign?
Our mixologists worked very closely with Jackson Wang and TEAM WANG design on these two signature cocktails to represent the essence of the campaign – bringing new revelry to consumers through aspirational experiences of luxury. With bright, citrusy notes tinged with birch wood juice, these cocktails also reflect the versatility of Hennessy V.S.O.P by offering consumers new and unexpected ways of enjoying Hennessy V.S.O.P. If you think you’ve already explored every way in which Hennessy V.S.O.P can be enjoyed, prepare to be surprised!
Who is the ideal consumer for Hennessy V.S.O.P.? How has it changed over the years?
The ideal consumer for Hennessy V.S.O.P is anyone and everyone who enjoys cognac! At Hennessy, we say that there is only one rule to drinking Hennessy V.S.O.P: to drink it any way you want – be it neat, with ice, diluted with a little water or mixed into a cocktail. Hennessy V.S.O.P is all about versatility, and this has never changed over the years.
With more Gen-Z's becoming active consumers, what trends can we expect to see in the spirits world?
Gen Z consumers treasure visual and immersive experiences, and this is something that the spirits world has to respond to. It’s not enough for us to rest on our laurels as legacy brands and expect that we can continue doing things the way they’ve always been done. We have to put ourselves out there and make our world relevant to Gen Z consumers. From engaging brand ambassadors who relate authentically and personally to younger audiences to eye-catching, social-worthy pop-ups and events, we can expect to see the spirits world stepping forth to engage Gen Z with compelling narratives and experiences.
What can we expect from Hennessy V.S.O.P in the future?
Hennessy V.S.O.P will always have revelry and celebration at its heart, and in the future, you can expect to see Hennessy V.S.O.P continuing to offer that to our consumers. We will strive to invite lovers of spirits to explore cognac in fresh and exciting ways through our signature Hennessy V.S.O.P experiences of new revelry and modern luxury. Watch this space!
