Hennessey Brings Bartenders to Cognac in Multi-City Campaign

Hennessey Cognac has debuted an experiential promotion called the Art of Mixing Academy in 10 key U.S. markets to give bartenders a chance to get to know Hennessey VS as an ingredient.

The campaign selects 40 bartenders of influence in each city and invites them to a live tasting and demonstration in the penthouse of a local hotel. Attendees will then get a chance to create their own Hennessey cocktails at on-site mixing stations and to submit those original concoctions for a chance to win a trip to Cognac in France.

“For spirit brands, bartenders are the epitome of ‘flaunt’ as much as celebrities,” said Joseph Solis, chief creative officer for Kinetix Integrated Communications, the firm that worked with Hennessey to design the Art of Mixing Academy—referring to Hennessey’s current advertising tagline, “Flaunt Your Taste,” in a statement.

“By increasing brand knowledge and turning our bartenders into brand aficionados and ultimately ambassadors, we are creating an opportunity for Hennessey to become the spirit of choice at major establishments across the U.S.,” Solis said.

Kinetix has created similar bartender affinity promotions for brands such as Don Julio Tequila and Smirnoff Vodka.