Earlier this year, Hennessy revealed Queensbridge legend Nas to be a spokesperson for their second annual, award winning Wild Rabbit campaign. This partnership afforded the Grammy nominee the opportunity to learn about the spirit brand’s rich history at their Cognac, France headquarters.
“I had no idea a city called Cognac existed,” said Nas, after admitting that he’s no connoisseur. “I didn’t know where the word came from. I knew nothing of the process of making cognac before coming to Cognac.”
The “Daughters” lyricist toured the vineyards of Cognac before visiting Hennessy’s distillery. While there, the NYC native tasted samples that date back to 1900 and even created his own blend of the drink.
Rodney Williams, Senior Vice President, Möet Hennessy USA, spoke on the brands partnership with Nas, saying “Our ‘never stop, never settle’ mantra communicates a value at the core of who we are as a brand and resonates with our consumers: pursuing one’s potential comes from an inner drive continuously grow, continuously improve and seek greater levels of mastery.”
He continued, “Nas is not only a master in music, but is blazing new trails in film and philanthropy, among other passions.”
In other words, Mr. Jones and Hennessy’s pairing was a natural marriage. See the visual recap of Nas’ trip below.