The brand hopes to continue supporting and connecting with marginalized communities
In an effort to bring Latinx culture to the forefront, Hennessy collaborated with Colombian singer-songwriter Maluma to release a limited edition bottle, Hennessy V.S.O.P 2022, designed by the singer himself. This comes after a four-year-long standing partnership between the brand and the artist and is seen as an opportunity to show their shared passion for creativity.
The eye-catching bottle captures a glimpse of Maluma’s world, celebrating the impact of Latin culture in art, music and fashion. For the singer, the inspiration for the design comes from kaleidoscopic energy that celebrates the different people and perspectives that continue to shape him.
“Our beautiful diverse and blended Latin culture inspired the vibrant colors and tones of my design for the bottle,” Maluma said in a statement. I wanted to represent the warm hospitality of our people and how we enjoy life through music, family values and our culture’s history.”
And for Maluma, being the first artist to work with the brand on such a project holds a special meaning.
“Having the opportunity to be the first recording artist to design a Limited-Edition Hennessy V.S.O.P bottle is a representation of never stopping and never settling to represent our Latin culture globally with passion, dedication and honor.”
Connecting to communities
Although the brand has existing partnerships with Maluma and Mexican professional boxer Canelo Álvarez, this is the first time a Latin recording artist took the reins and fully designed a Hennessy bottle. However, the brand hopes to make more of an impact in marginalized communities by bringing more initiatives to support them, such as the Unfinished Business initiative to help raise funds for Black, Latinx and Asian businesses that were disproportionately impacted by the pandemic.
“We believe in supporting the Latinx community as much as we can via partnerships and also in ways that we can give back and make an impact in different communities,” Jasmin Allen, senior vice president at Hennessy, told Adweek. “The Unfinished Business initiative was something our communities really needed and that was started in 2020, but is something we will continue and is platform we will continue to nourish and focus on.”
The Hennessy V.S.O.P Limited-Edition bottle by Maluma will be available for pre-order on ReserveBar.com. To continue the celebration, fans will also be able to experience Maluma’s journey and enter his prism of perspective through an interactive digital experience in March 2022 via Hennessy’s socials.
