Hennessy has teamed up with rap legend Nas to release a limited-edition Hennessy V.S bottle in celebration of the 50th anniversary of Hip-Hop. A collection of unique designs pays tribute to the genre’s past, present, and future and its undeniable cultural impact that permeates throughout the world.
Since the debut of his first album Illmatic in 1994 when he was just 20 years old, Nas set a new standard to become a permanent fixture in Hip-Hop. A native of Queens, New York, his compelling, poetic, first-person narrative of young life in the inner city, defied the stereotypical violent and misogynistic themes of the time. Throughout his career, he has recorded fifteen critically acclaimed studio albums, ten of which are certified gold, platinum, or multi-platinum, selling over thirteen million records in total.
Born only one month after the designated birthday of Hip-Hop, Nas came of age in an era steeped in change—witnessing firsthand the raw evolution of the genre at its purest state. During those humble beginnings, Hennessy was adopted and given emblematic status by the flourishing inner-city circles of hip-hop artists. While other brands initially distanced themselves, Hennessy supported and reinforced its bond. As a result, today, the brand remains one of the most lyrically referenced alcohol brands in Hip-Hop, with mentions in over 2,500 songs.
“Hip-Hop, you are the vibration of the people. You never stop, never settle. You are poetry on beats, people taking to the streets. You are rhythm, art, and motion,” Nas ruminates in an ode to Hip Hop drafted specially for this collaboration. “Through your reflection, we can see where we’ve been, where we are, and where we’re going.”
Speaking on the collaboration Nas said, “It’s an honor to collaborate with Hennessy to commemorate this moment for the art form. Hip-Hop has always had a special connection with Hennessy, and I’m excited to celebrate the culture’s 50th anniversary with a brand and product that pays tribute to its history and impact.”
“Hennessy has always had a strong connection with the music industry, particularly Hip-Hop,” said Laurent Boillot, Hennessy’s CEO. “Hennessy is truly the original spirit of Hip-Hop, which the culture embraced as a badge of success and good taste. We, as a brand, are particularly honored by this recognition. We leaned into this and continuously supported the culture. To celebrate this heritage we couldn’t have a better partner than Nas.”
The limited-edition V.S Cognac bottle features a bold design that mixes elements of Hip-Hop aesthetic with Hennessy’s iconic branding. Handwritten notes from a love letter to Hip-Hop written by Nas are offset by vibrant orange accents (the recording artist’s favorite color), resulting in a disruptive, seemingly spontaneous visual collage anchored by a black-and-white portrait of Nas. In an unexpected playful namesake branding twist, “HenNASsy” is displayed across the packaging, with subtle references to graffiti art, the New York City flag, and one of the artist’s recent album artwork.
Hip-Hop was born in the Bronx, New York, in 1973 when a young DJ threw a party in his community center. His innovative use of turntables and the “breakbeat” technique would influence generations of musicians and artists worldwide who ultimately took the movement from underground to today’s global phenomenon.
The limited-edition Hennessy Nas V.S bottle will be available at select retailers and online starting from July 2023 and will be released in limited quantities. For more information, head over to the brand’s official website.
