Much like most industries, the alcohol scene is seeing a paradigm shift. Where previously consumers were content to just buy a tipple and enjoy it, today’s drinkers demand for more. There is a higher demand for premium spirits and experiences to go along with their drinks, from food pairings to concerts—accoutrements to elevate the whole experience and delight the senses.
How then does an alcohol brand known for its tradition and legacy stay relevant?
One way Hennessy does this is by curating exciting and unique experiences for consumers. Take for example the recent Hennessy Artistry events in November 2022 which happened across Malaysia. They had guests enjoying the music of international acts while enjoying their drinks.
Other programmes such as the brand’s partnership with the National Basketball Association (NBA) and its Best of Malaysia campaign also focus on immersing consumers in a journey. And we too got to experience the latter, which took place in September in Penang—an apt location, seeing as it is where the first-ever shipments of Hennessy arrived in Malaya in 1862.
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