Hennessy Cognac enlists LeBron James for bottle refresh

The limited edition bottle design will be available globally from 30 September 2024.

James called himself an “admirer of Hennessy and its iconic brand”, saying he has “always appreciated its commitment to basketball and how it celebrates the sport’s influence on and off the court.”

Hennessy has continually aligned itself with the sport and its fans.

In October 2023, the brand extended its contract as the official spirit of the National Basketball Association (NBA). To mark the renewal, the Cognac maker released limited-edition bottles cobranded with the NBA and unveiled a series of basketball courts in recognisable settings worldwide, including a floating version on the River Thames in London.

The close connection between Cognac and basketball doesn’t end with Hennessy either; French NBA player Rudy Gobert, who also plays in America’s NBA league, has worked with fellow brand Frapin since 2021.

Partnerships with basketball players help Cognac houses raise their profile in North America, a market in which the category is struggling. In recent years Cognac has seen sharp decline in the market, which accounts for 40% of global sales.

As such, partnerships such as this will become critical to Cognac producers looking to engage new consumers.

Both the bottle and gift box showcase an illustration of James in purple and orange. The Hennessy Bras Armé is reimagined on the limited edition packaging, sporting a sleeve as a tribute to James and intertwined with his trademark crown.

The blend will remain the same.

Antoine Varlet, senior vice president, Hennessy US, said: “We are elated to officially welcome LeBron James to the Hennessy family after many years of mutual admiration and friendship. LeBron is not just a basketball star, but someone who redefines boundaries in sport, style, culture and beyond.”

Information from The Drinks Business