The heritage brand aims to bridge East and West as well as old and new to broaden cognac’s reach in Asia with this latest promotion.
This 2025 Mid-Autumn Festival limited edition collection was created in collaboration with cognac enthusiast and Hennessy’s global brand ambassador Jackson Wang – member of the K-pop group GOT7, known for his international music career and influence in pop culture.
“While Hennessy has always appealed to connoisseurs who value craftsmanship and heritage, we also recognise the growing desire among younger audiences to celebrate cultural moments in fresh and creative ways,” said Laura Drozdowski Lot, marketing and communication director at Moët Hennessy Singapore and Malaysia.
“Jackson Wang’s passion and ability to connect across music, art, and lifestyle make him an ambassador who resonates with both connoisseurs and younger audiences, while his unique ability to bridge East and West strengthens Hennessy’s voice with Asian consumers.”
Furthermore, consumer drinking habits in Asia are shifting towards moderation, personalisation, and lighter formats – Lot told us that cognac is uniquely suited to this shift, as its versatility allows it to be enjoyed in both refined traditional serves and lighter, contemporary formats.
“The evolution of consumer preferences in Asia reflects a broader desire for balance and experiences tailored to individual lifestyles,” said Lot.
“With V.S.O.P, for example, we are embracing the region’s affinity with tea culture through the ‘Henny Tea’ – a serve that is refreshing, modern, and rooted in tradition.”
“These trends encourage us to reimagine how cognac is enjoyed moving beyond the traditional serve into formats that feel more approachable, modern, and in tune with today’s lifestyle, while still honouring the craftsmanship at the heart of Hennessy.”
How to mix it like Jackson Wang
The limited-edition V.S.O.P and X.O. bottles feature Jackson Wang’s favourite serves:
Henny Tea – 40ml V.S.O.P, a splash of oolong tea, and ice
X.O. on ice – X.O. on ice with a splash of sparkling water
Balancing tradition with modern drinking culture in Asia
The Mid-Autumn Festival launch is designed to resonate with diverse cultures across Asia, showing how tradition can coexist with new drinking formats.
“Mid-Autumn Festival is a moment of togetherness, and while it’s expressed differently across Asia, the values of togetherness, connection, and tradition are universal,” said Lot.
“Tea culture in particular serves as a meaningful thread linking our heritage to Asia’s rituals of hospitality and reflection, and it has been part of Hennessy’s story since Richard Hennessy’s time. By weaving tea into the serves and designs, and by partnering with Jackson Wang, we’ve created a collection that feels both rooted in heritage and resonant with how people celebrate today.”
Lot added that Hennessy’s partnership with Wang reflects a careful balance that maintains the brand’s heritage while inviting new audiences to experience Hennessy in fresh and contemporary ways.
“We recognise the importance of evolving with today’s consumers. Innovation has always been part of Hennessy’s story, and we continue to explore this through cultural collaborations, creative packaging, and the reinvention of serves that reflect modern tastes,” she said.
“The future lies in continuing this dialogue between past and present – staying true to our roots while creating new formats and cultural crossovers that resonate with today’s consumer."
