New Hennessy Black!!

Hennessy Black, the company’s first major launch since 1961, will be available in 10 markets throughout the U.S. including Arizona, Georgia, Illinois, Indiana, Louisiana, New York City, Ohio, Washington DC and Massachusetts. The company hopes the new drink - which has a blend of Jasmine, daffodils and orange flowers mixed with citrus, honey and grapes - will take the Hennessy brand beyond the cognac category to the premium mixed spirits. The drink will come to market with a variety of mixed drink recipes, including: Hennessy Black ice (with lemon juice and sugar); Hennessy Black Bull (coffee Liqueur and cola with ice); Hennessy Black Spice (ginger, syrup and lemon juice); and Hennessy Black Royale (champagne, lemon juice and syrup).

“Today is an ideal time to launch a new product — consumers are increasingly seeking new and different ideas that can excite them,” says Andy Glaser, senior VP of Hennessy Business, adding that the Hennessy Artistry program which blends music, cultures and drinks, has a few more collaborations lined-up for this year to be announced in a few weeks.

Rapper/producer Swizz Beatz has been tapped by Hennessy V.S. to help launch the new, limited line of cognac.

The rapper will perform an original song, “When I Step Into the Club,” alongside the JabbaWockeez of “America’s Best Dance Crew” during a launch event in New York on May 5. An accompanying video by director Hype Williams will be revealed as well.

“Beatz is a long-time fan of the brand and approached us looking for ways we could work together. Since this product is all about having fun in the club, he suggested collaborating on a track that would be a hot dance song in the clubs,” Glaser, tells Billboard.biz.

Looks like some brands are taking advantage of the recession and trying new products out before the economy recovers and the real brand wars begin again! Not mad at you LVMH, looks like the team over there has a well thought out plan. They just seem to be on the pulse of the consumer right now with all the different moves each brand is making underneth them. I have to say they are a very strong Holding Company!! Everyone better watchout!