Hennessy Announces National Release of Hennessy Black

Hennessy Announces National Release of Hennessy Black

A 'done different' blend of cognac marks first major Hennessy product launch in the U.S. in almost 50 years

NEW YORK, June 1, 2010 /PRNewswire/ -- Hennessy, the number one selling cognac in the world, today announced the nationwide availability of Hennessy Black, marking the company's first major product introduction in the United States in nearly 50 years. Hennessy Black will differ from the brand's existing line as a highly versatile, "done different" cognac, transitioning from being enjoyed as a sipping drink alone to being the main ingredient in a variety of mixed drinks, similar to tequila and vodka. Hennessy Black was introduced in 2009 in select cities, but beginning this month, will be available nationwide. To support the release of Hennessy Black, the brand will aim to reach young, hip consumers through dance and music in high-energy settings across the country.

Packaged in a sleek, bold, black bottle, Hennessy Black is a versatile blend of 35 to 45 unique, pale and gold colored eaux-de-vie selected for their elegant floral characteristics, subsequently aged in French oak barrels for at least five years. Hennessy Black's gentler wood influence results in a different expression of Hennessy cognac: lighter and fresher with scents of jasmine, daffodils and orange flowers that are delicately mixed with hints of citrus, honey, and fresh grapes. This unique combination of ingredients creates a distinctively smooth cognac with surprising finesse, balance and floral notes.

"Hennessy Black has been artfully blended to create a spirit that fits into the world of social and high-energy drinking occasions, while still remaining true to the quality and trust of the Hennessy brand heritage," said Mark Cornell, CEO Moet Hennessy USA. "It's a perfect choice for the young, trendsetting consumer."

Prior to the highly anticipated, nationwide launch, Hennessy Black was selectively released this year in a range of markets including Houston, Los Angeles, San Francisco, Las Vegas and Philadelphia throughout the month of March with "Hennessy Black in the Dark" events focusing on music and dance. These market launch parties created a "Done Different" atmosphere full of energy, mystery and intrigue. Additionally, Hennessy Black announced its brand new DJ Mixmasters program in which eight DJs from across the country were selected to combine their versatile styles with the Hennessy Black lifestyle of fun and distinctive flair to bring "Done Different" experiences to the hottest clubs in the biggest party cities nationwide. The program kicked off in March with a presence at the 2010 Winter Music Conference in Miami, FL, the largest music industry gathering in the world.

"Hennessy Black is a unique new blend that takes Hennessy beyond the cognac category," said Andy Glaser, Senior Vice President Hennessy Business. "It is truly 'Done Different,' elevating cognac to a fun yet sophisticated drinking experience."

For those who can not get enough of the nightlife dance experience, Hennessy Black has launched the first-ever digital nightclub called the Hennessy Black Dance Floor hosted on HennessyBlack.com. On this virtual dance floor, visitors have the opportunity to upload their own unique dance moves via web video and can add music and other special effects to create their very own personalized dance scene.

Hennessy Black is also hosting an online dance competition to find the best Hennessy Black "Done Different" dancer or dance group in America. The brand will choose a winner based on originality, creativity and overall dance talent, with the winner receiving a $10,000 cash prize and opportunity to perform on stage on an episode of "Lopez Tonight" airing weeknights at 11/10c only on TBS. The competitive dance contest kicks off on the "Lopez Tonight" show June 1st and runs through June 14th.

The new Hennessy Black will be available at the top bars and nightclubs nationwide. The suggested retail price per 750ml bottle is $39.99.

For more information on Hennessy Black, visit WWW.HENNESSYBLACK.COM

About Hennessy

Hennessy is imported and distributed in the U.S. by Moet Hennessy USA and is a subsidiary of LVMH (Moet Hennessy-Louis Vuitton). Hennessy distills, ages and blends a full range of marques, including Hennessy V.S, Privilege V.S.O.P, Hennessy Black, X.O, Paradis and Richard Hennessy.

Source: Moet Hennessy USA

CONTACT: Veena Raj, MS&L Worldwide, +1-212-468-3045,
veena.raj@mslworldwide.com

Web Site: http://www.hennessyblack.com/

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