Notorious Beam Team

From Hennessy's press release:

"In recognition of one of the most defining moments in American history, Hennessy is introducing a limited edition bottle honoring the inauguration of the 44th President of the United States. In honor of this momentous occasion and furthering Hennessy’s long standing commitment with the urban community, a percentage of proceeds from the Hennessy 44 Limited Edition bottle will be donated to the Thurgood Marshall College Fund to help cultivate a new generation of leaders."

The Hennessy 44 Limited Edition bottle will feature a redesigned label, black capsule, and a special 44 seal featuring the date of the inauguration. Only 180,000 (750ml) uniquely numbered collector’s item bottles have been produced and will be available for sale in Washington DC, Maryland, Illinois, Metro New York, and Georgia from January 12th, 2009.

During the inauguration weekend Hennessy will join the celebrations at the Thurgood Marshall College Fund reception, the Radio One Inauguration Gala, the NNPA Gala, and the Hip Hop Summit Action Network Inaugural Ball. Celebrities will be invited to autograph commemorative bottles for a later auction to create additional funds for scholarships through the Thurgood Marshall College Fund.

The limited edition bottles will be individually numbered and will be line priced with Hennessy V.S. For more information on Hennessy V.S Limited Edition Inauguration Bottles and the Thurgood Marshall College fund, please visit www.hennessy.com or www.thurgoodmarshallfund.org. "



And here are my thoughts - great idea to tie in with the biggest story for a long time. It links to success and the urban community. Piggybacking is always an easy way to gain publicity.

It has undoubtedly been picked up and talked about very widely. Just google Hennessy 44 and you are flooded with hits.

But... the reaction hasn't been entirely positive.

Some comments on Jump the Turnstyle:

"Uggh- I can’t read the small copy, but it looks to be all worded in such a way where where Obama’s name is not mentioned specifically , therefore it doesn’t have to be licensed- big time crapitalism"

From New York Mag...

""Hennessy’s roots in the urban community"

When will companies just come out and say "the black [or African-American] community" instead of using "urban" as a code word?

Also, does a Digital Underground shout-out fifteen years ago really count as "roots"?"

....

"Disgusting stuff.

Dewars for the win."

....

"The idea that a smooth customer like BHO would ever drink Hennessy is beyond ridiculous. The only way I can imagine that happening is if for some strange reason Michelle left him and, crazed with grief, he drank everything else in the bar and Hennessy was all that was left. THEN, maybe. Otherwise, no."

....

"Obama needs to get some Laphroaig Quarter Cask or Lagavulin as his presidential drink of choice. If you can't smoke in the White House you might as well drink something that tastes like smoke."

....

"Obama strikes me as having subtle, complex tastes. No cloying, easy Hennessy for him. I suspect his brandy is Germain-Robin - and it's American, so it's patriotic to drink."

....

From One Plus Infinity:

"The president-elect isn’t much of a drinker, but if anything’s going to drive you to the liquor cabinet, it’s being the leader of the free world. He might want to find a different brand, though: North Korea’s Kim Jong Il is said to be a huge Hennessy fan."

It's interesting that they never mention Barrack Obama in the copy. The reference to 44 is far more subtle and no doubt avoids a few lawsuits and usage costs.

You can buy your very limited edition of 180,000 commemorative Hennessy 44 on ebay here.

Negativity and bitterness to one side... the idea has been well executed and has been talked about far and wide strengthening Hennessey, and by dint of them being category leader, cognac's, roots in the African American market.