World Cognac Day falls on the 4th of June and is the perfect occasion to reflect on the spirit’s longstanding association with urban culture. Cognac, and Hennessy in particular, is the spirit of choice for game-changers and boundary-breakers. Today, Hennessy is an iconic brand in hip hop with an association that began over 100 years ago.
Khomotso Ledwaba, brand manager of Hennessy SA, says that they are proud to be so closely associated with hip hop. “Ever since first being uttered in a verse, the brand has featured in over 2500 songs and made a lasting mark on the genre. Think of hits like Hennessy by 2Pac, Gravy by Nasty C, Raga Raga by Gemini Major, Hennessy N Buddha by Snoop Dogg, One Dance by Drake, It Ain’t Easy by Tupac, and Hennessy by Tshego.”
Hennessy has also embarked on high-profile partnerships, including collaborating with the likes of American rapper and record producer Rakim, and rapper, songwriter, and entrepreneur Nas. The associations go beyond music to showcase the talents of urban culture legends across the genre – from dancers and DJs to graffiti artists. Every year, a top street artist is asked to design a limited edition bottle of Hennessy V.S.
Locally, cognac has also come to be closely linked to South African hip hop culture. Recently, the brand was announced as headline sponsor of Back To The City and in partnership with Osmic Menoe, helped launch the first-ever South African Hip Hop Museum. This includes the Hennessy Wall of Fame, which pays tribute to the legendary pioneers like Slikour and HHP who have made the genre what it is today.
Ledwaba concludes, “World Cognac Day is the perfect opportunity to reflect on the ongoing relationship between Hennessy and the culture. As a brand proudly synonymous with urban culture around the world, we continue to celebrate those who break boundaries and boldly push the limits of their own potential.”
So make sure you get yourself a bottle and celebrate urban culture.
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