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.
This story is from the {{IssueName}} edition of {{MagazineName}}.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
Already a subscriber ? Sign In
This story is from the {{IssueName}} edition of {{MagazineName}}.
Start your 7-day Magzter GOLD free trial to access thousands of curated premium stories, and 9,000+ magazines and newspapers.
Already a subscriber? Sign In
Waves of Wonder
Chaumet's Ondes & Merveilles high jewellery collection invents a unique language of the sea, capturing the colours and joy of life within and around the expansive depths
Bright, Light, Bella
Bella Hadid's star shines brighter as the new face of Chopard's iconic Ice Cube collection
Beauty Playbook
We tapped the British make-up extraordinaire Pat McGrath to talk all things beauty as she takes us through her early beginnings, creative process, make-up tips and more
The Chloé Woman, Reborn
As we head into fall-winter 2024, let's unpack one of the most anticipated collections of the season-Chemena Kamali's homecoming collection for Chloé
To the Mun and Back
Korean actress Mun Ka-young opens up about her dream destinations and her non-negotiable in-flight skincare essentials
One Step at Time
We speak to Edgardo Osorio, founder of luxury footwear brand Aquazzura, on his vision of comfort and glamour, from weddings to world stages
Seams Like Art
Eleen Tan, a fashion illustrator and art lecturer, talks about finding success and fulfilment in the fast-paced fashion industry without sewing a single stitch
POWERFUL LITTLE PERFORMER
In both her wardrobe choices and acting roles, Eyka Farhana demonstrates remarkable range
HOT DAME!
Meet the chic 89-year-old great-grandmother whose story of family and romantic reunion is as awe-inspiring as her timeless elegance
Digital Transformation
Newly appointed managing director of Microsoft Malaysia Laurence Si brings 30 years of experience to the role
