The connection between Hennessy and hip-hop

Hennessy, the grande maison of Cognac with a rich heritage and tradition, has another face—one as an icon of the hip-hop scene.

This story dates back to the 1940s. During World War II in France, African American soldiers were warmly welcomed, and Cognac is said to have been served to them. It became associated with a country that did not discriminate against them, but instead respected their culture.

Hennessy, in turn, showed an ongoing commitment to the community. As early as the 1950s, it featured Black models in its advertising—at a time when few brands were doing so—demonstrating a genuine connection with the community. This helped build a strong sense of brand loyalty: the belief that Hennessy stood with them.

By the 1990s, as hip-hop grew into a global industry, rappers began referencing Hennessy in their lyrics as a symbol of success, wealth, and pride in their roots.

That close relationship between Hennessy and hip-hop continues in Japan today. To mark the launch of its new club-oriented release, Hennessy “La Carafe,” a special event was held at Sapphire Lounge in Ginza, featuring Zeebra and other artists.

Original article by GOETHE

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