A Legacy of Respect: How Hennessy Cultivated a Deep Connection with the black Community
For generations, Hennessy cognac has held a unique place within African American culture, evolving from a post-war indulgence to a symbol of celebration and achievement. But this connection wasn’t accidental. It’s the result of a intentional, decades-long commitment to supporting and celebrating Black voices – a history few spirit brands can claim.
This article explores the enduring relationship between Hennessy and the Black community, detailing its historical roots, impactful partnerships, and ongoing dedication to progress.
Early Adoption & A Commitment to Portrayal
Hennessy distinguished itself early on by recognizing the power and influence of Black media. In a time when many brands overlooked the african American audience, Hennessy became the first spirit brand to advertise with EBONY magazine. These weren’t simply ads; thay were thoughtfully crafted campaigns designed to resonate with respect and understanding.
“Hennessy was an early adopter in celebrating and spotlighting the Black community in our marketing,” explains Mwanza Lumumba, Senior Brand director at Hennessy V.S. “We supported Black publications like EBONY, featuring Black talent in our ads as early as the 1950s.”
But the brand’s support extends far beyond advertising. Hennessy’s commitment to social justice dates back to the 1890s, demonstrated through:
* Founding the National urban League (1896): A pivotal organization dedicated to economic empowerment.
* Supporting Tuskegee University (early 1900s): Investing in education and opportunity.
* Becoming the first Corporate Sponsor of the NAACP (1909): Championing civil rights.
Documenting a Shared History
In 2015, Hennessy further solidified its dedication by producing An Unexpected History: The Story of Hennessy and African-Americans. This documentary, screened at the American Black Film Festival, meticulously examined the brand’s long-standing relationship with the community.
The film touches on the origins of cognac’s popularity within the African American community, tracing it back to WWII GIs who discovered the spirit in France and brought the experience home. For many, Hennessy became more than just a drink; it became a rite of passage.
“For many African Americans,Hennessy has been a rite of passage – passed from generation to generation,” Lumumba notes. “It’s frequently enough one of the first spirits they’ve enjoyed,shared during family gatherings,milestones,and celebrations.”
A Partnership Built on Trust: Hennessy & EBONY
As EBONY celebrates its 80th anniversary, the partnership with Hennessy remains stronger than ever. Moët Hennessy served as a sponsor for EBONY’s 2025 Power 100 gala, underscoring their continued commitment.
Lumumba explains the rationale behind this ongoing collaboration: “EBONY is one of the most trusted sources of news and entertainment for the Black community. They tell stories of progress, culture, and achievement, and Hennessy wants to amplify those voices through a platform that allows us to authentically engage with our consumers.”
Looking Ahead: Investing in the Future
Hennessy understands that maintaining a legacy requires continuous effort. They don’t take their special relationship with the Black community lightly.
“We continue to invest not only in moments of celebration and socializing but also in impacting the future of the African American community,” Lumumba emphasizes.
This dedication to diverse representation and authenticity is what will ensure Hennessy’s enduring connection with the black community for generations to come. As long as brands prioritize genuine engagement and respect, audiences will undoubtedly raise a glass to that. Cheers!
In partnership with Moët Hennessy
Image Caption: The documentary screened at the 2015 American Black Film Festival. Image: Courtesy of Hennessy V.S.
