Moet Hennessy's US unit has announced a collaboration with US hip-hop star and painter A$AP Ferg, to release a cocktail kit and new music.

The wine & spirits arm of LVMH said this week that the partnership, communicated via a YouTube campaign, will see the launch in the US of the 'Hennessy Uptown Inspired by A$AP Ferg Cocktail Kit'. The pack, which retails for US$78, contains Hennessy VSOP Privilège Cognac and includes ingredients to make eight "Ferg-inspired" cocktails.

The activation also includes new music - "Family" - a track produced in collaboration with Hennessy. The first 100 consumers to buy the cocktail kit via CocktailCourier.com will receive limited-edition vinyl of the track, housed in a custom record sleeve depicting Ferg's artwork.

The activation is centred around Hennessy's 'Never stop. Never settle' tagline.

Last month, Moet Hennessy's US unit became the latest firm to launch a digital experience via Amazon's Alexa platform.  

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