The limited release launch of Hennessy Black in the US is, the cognac producer says, its: “First major new launch since Hennessy VS was introduced in 1961”.
Hennessy’s intention is to become “the premium mixed spirit of choice”, taking the world’s top-selling cognac brand, “beyond the cognac category”. To this end, Hennessy Black is a blend of up to 45 individual eaux-de-vie, selected for their elegance and floral characteristics.
Ageing in French oak barrels previously used by Hennessy for at least five years gives a more gentle wood influence, the company says, and the resulting cognac is described as: “Lighter and fresher with scents of jasmine, daffodils and orange flowers that are delicately mixed with hints of citrus, honey, and fresh grapes.”
Hennessy Black will be available in ten markets throughout the US including Arizona, Georgia, Illinois, Indiana, Louisiana, New York City, Ohio, Washington DC and Massachusetts. The launch is receiving multi-media support using the strapline “Done different”, with a dedicated website, hennessyblack.com, featuring mixed drink recipes such as Hennessy Black Bull (served with coffee liqueur and cola) and Hennessy Black Spice (with a dash of simple syrup, lemon juice and fresh ginger).
Moët Hennessy USA chief executive Mark Cornell said: “Our fast growing consumer base is looking for new and innovative ways to consume cognac and we have the perfect blend to speak to this generation.”