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Hennessy Innovates to Revive Cognac's Popularity Among Younger Drinkers

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Hennessy, the iconic Cognac brand, is facing a significant decline in sales as younger consumers shift their preferences towards premium tequila and ready-to-serve cocktails. Following a pandemic-driven surge, Hennessy saw a 9% drop in U.S. sales last year, totaling 2.92 million cases, a stark contrast to 5.13 million in 2020. To adapt, Hennessy is launching its first-ever ready-to-serve cocktails, featuring its Very Special Cognac in three flavors, priced at $15.99, set to hit shelves in June. This strategic move aims to attract younger drinkers, making the brand more accessible and relevant in a changing market landscape.

Key Details: • Hennessy's U.S. sales fell to 2.92 million cases in the last year. • Ready-to-serve cocktails will be available starting June, priced at $15.99. • The new product includes three flavors: margarita-inspired, berry, and iced tea.

spirits cognac hennessy cocktails alcohol-industry

People & Organizations

Charles DelapalmeQuenlin BlackwellSalem MitchellMichael CiminoLVMHMoët HennessyIWSR

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