Hennessy Unveils Mid-Autumn Festival Collection with Jackson Wang

Singapore, Singapore – Hennessy has launched its latest Mid-Autumn Festival limited edition collection in collaboration with Jackson Wang, a member of K-pop group GOT7. This initiative aims to celebrate the occasion by blending tradition with modern drinking preferences. The collection includes V.S.O.P and X.O bottles featuring innovative serves like Henny Tea, which combines cognac with oolong tea, and X.O. with sparkling water.

Laura Drozdowski Lot, marketing and communication director at Moët Hennessy Singapore and Malaysia, explained the vision behind the collaboration. “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,” she said.

As consumer habits in Asia shift towards moderation and personalization, Hennessy is embracing these changes. “The evolution of consumer preferences in Asia reflects a broader desire for balance and experiences tailored to individual lifestyles,” Lot added. By incorporating tea culture, which holds a significant place in Asian traditions, Hennessy is modernizing its approach while staying true to its roots.

Wang’s influence as a cultural figure makes him a suitable ambassador for reaching younger consumers. “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,” Lot mentioned.

The launch is strategically timed for the Mid-Autumn Festival, a period synonymous with family gatherings and celebrations across Asia. “These trends encourage us to reimagine how cognac is enjoyed, moving beyond traditional serves into formats that feel more approachable,” Lot commented.

Ultimately, this initiative seeks to demonstrate that tradition can coexist with modern drinking practices, offering consumers a fresh perspective on cognac. “By weaving tea into the serves and designs, we’ve created a collection that feels both rooted in heritage and resonant with how people celebrate today,” Lot concluded.