Why is Hennessy such a big part of the “black experience” even though it’s not black-owned company? Hennessy is a French cognac, but it’s deeply ingrained in black culture through music videos, history, and community outreach. There are 3 stories: Artists, Soldiers, and Advertisers
Around World War 1, a ton of American American artists moved to France after a rise in the popularity for jazz. Hennessy became a common drink in the community because it was seen as a proof of their liberation and their ability to succeed. In World War 2, Hennessy was handed out to Black soldiers as gifts to thank them for their service. Hennessy became a common symbol for these soldiers and, similar to the cigarette brands at the time, these soldiers brought the Hennessy loyalty back home. Finally, Hennessy was one of the first brands to openly embrace their black consumers. At a time when most brands avoided being associated with blackness, Hennessy actively took out ads in black magazines, used real black spokespeople, and even hired Herb Douglas as one of the first black VPs for a national company.
Even today, Hennessy continues to actively invest in the Black community with spokespeople like Nas & Erykah Badu, pop cultural references like Drake and Tupac songs, and even a $10M Fellowship program to build black leaders.
Unfortunately, there are reports of bars avoiding Hennessy as a way to discourage black customers from coming. and In the era of “Buy Black”, there are questions about whether black consumers should support alternatives like D’usse, a French cognac by Jay-Z.
However, as one of first corporate sponsors of the NAACP and founding corporate donor of the National Museum of African American History & Culture, Hennessy’s long been putting it resources to prove its commitment to black community. Making it one of the few corporations to have found a way to connect with this community as opposed to using it for a gimmick.
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