Challenged by brands such as Belvedere and Grey Goose, and perhaps losing ground with the “bling” market, an upgrade is in order.

“Taste is the new bling,” says Ewen Cameron, CEO and ecd at Berlin Cameron United in New York, the agency responsible for the new Hennessy campaign.

Hennessy has long been adopted by rappers as a favorite with shout-outs and even entire songs dedicated to the expensive after-dinner cognac. In “Lost Weekend,” a 90-second spot that is set to debut on, a matriarch invites a group of young musicians to spend the weekend at her luxury mansion. What follows is a montage of parties, sailing and more parties.

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