Hennessy Named Official Spirit of the 37th America's Cup

Hennessy, the world-renowned cognac house, has been appointed the official spirit of the 37th America's Cup Louis Vuitton, a prestigious international sailing competition to be held in Barcelona from August to October 2024. This partnership between Hennessy and the America's Cup underscores a shared dedication to excellence, innovation, and a pioneering spirit. The collaboration was formally announced by Laurent Boillot, CEO of Hennessy, who emphasized the historical significance of both institutions, established in 1765 and 1851, respectively.

The America's Cup, often regarded as the world's oldest international sporting trophy, returns with a competitive lineup of elite teams. Defending champions Emirates Team New Zealand will once again vie for the coveted trophy against formidable challengers including INEOS Britannia, Alinghi Red Bull Racing, Luna Rossa Prada Pirelli, NYYC American Magic, and the Orient Express Racing Team. The competition, running through October 2024, will culminate in a dramatic final showdown between the current titleholder and the winner of the Louis Vuitton Cup.

Hennessy's Modern Twist on Cocktails

As part of this high-profile partnership, Hennessy will unveil several new cocktail creations, aimed at showcasing the cognac's adaptability and modern appeal. Under the banner of their "Made for More" campaign, the brand will introduce signature drinks such as the HENNESSY MARGARITA and the HENNESSY GINGER, each designed to elevate the cognac experience in fresh and unexpected ways. This campaign is anchored by notable ambassadors like actress and singer Teyana Taylor and actor Damson Idris, whose involvement highlights the brand's focus on innovation and contemporary culture.

The HENNESSY MARGARITA reimagines the classic margarita by introducing a cognac twist to the citrus-forward blend, adding depth and a sophisticated edge to a well-loved favorite. Meanwhile, the HENNESSY GINGER pairs the warm, spicy notes of ginger ale with the rich, complex flavors of Hennessy Very Special, creating a refreshing yet versatile drink that fits seamlessly into any occasion. These new cocktails will be prominently featured during key moments throughout the sailing event, offering a glimpse into how cognac can inspire celebration at global events of this magnitude.

A Shared Commitment to Excellence

Grant Dalton, CEO of America's Cup Event, expressed his enthusiasm about this partnership, noting that the shared values of both Hennessy and the America's Cup—prestige, craftsmanship, and excellence—will be at the heart of this year's competition. With both entities holding deep-rooted legacies and constantly pushing the boundaries of their respective fields, this collaboration promises to enhance the grandeur of the event.

Hennessy's presence at the America's Cup offers an opportunity for the brand to engage with a global audience, reinforcing its status as a symbol of luxury and refinement. The introduction of their new cocktails during such a significant sporting event reflects the Maison's ability to seamlessly blend tradition with modernity, aligning perfectly with the forward-thinking spirit of the America's Cup.

As the competition sets sail in Barcelona, fans and participants alike will be treated to more than just exhilarating races—they will also experience firsthand the innovative flavors and timeless elegance that define Hennessy's approach to cognac.