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News Archive for JabbaWockeeZ

EVENT REPORT 05.08.09 11:25 AM

Hennessy Reveals Black Cognac During Shadowy Night of Surprises

America's Best Dance Crew's the JabbaWockeeZ at Hennessy's Done Different party
Photo: Jeff Thomas

Amid considerable rain on Monday, Moët Hennessy USA debuted its new Hennessy Black cognac in a nightlife-inspired setting at 7 World Trade Center. Traditionally consumed in tamer environments (like your grandfather's study), cognac has a staid, conservative reputation that Hennessy is looking to reinvent with the mixable and shot-friendly Hennessy Black. Hence, the brand dubbed the party and its ensuing ad campaign, "Done Different."

"Everything we’re trying to do this evening is going to be different from what people have seen from us before," said Hennessy senior vice president of business Andy Glaser, adding that less production-heavy versions of the event are headed to eight additional markets this month. "This is a new cognac. The whole idea behind this event and this launch is that we're targeting an occasion where Hennessy hasn’t historically always played. When you think of cognac you think of quiet, contemplative situations. When you think of white spirits, they tend to be more hedonistic and active. So we’re trying to communicate this idea about Hennesy done different and cognac done different."

Upon spilling into the 49th-floor venue, the evening's 850 guests received that message loud and clear, as they were greeted by some 42 servers who doled out five juicy versions of Hennessy Black done "down" in a cocktail, or "up" in a shot. MORE >>

Hennessy, Hennessy Black, Moët Hennessey, JabbaWockeeZ