Market research
Moet Hennessy has recruited Argentine-Spanish artist Felipe Antone for this year's art-themed activation of Hennessy VS Cognac.
The annual limited edition bottle, now in its ninth year, has been designed by Antone and will be available globally from next month. The tie-up comes eight months after the artist teamed with Pernod Ricard to create three designs for the group's Ballantine's blended Scotch.
The 2019 Hennessy VS pack features two original artworks, based on Pantone's 'W-3 Dimensional Three Stars' piece.
"Whether it's in art or in Cognac-making, you need to appreciate the past but at the same time it's important to constantly reinvent yourself if you want to keep the flame alive," the artist observes. "My work is informed by the past, but it's totally contemporary. I like to transcend time through an unexpected experience that you can only have through art. I'm always trying to jump on the next wave, to innovate."
Earlier this month, Moet Hennessy released a limited edition bottle of its Belvedere Polish vodka in partnership with musician Janelle Monae.
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Sectors: Marketing – advertising & promotions, Spirits
