Hennessy partners with Hotel ICON and Lady M to celebrate Mid Autumn Festival

As Mid Autumn Festival approaches, Hennessy has partnered exclusively with Lady M Hong Kong for a chocolate mousse creation and Hotel ICON's Above & Beyond for the specially curated seafood set menu to celebrate the festivity.  

Available from 1 September until 30 November, the “Hennessy x Above & Beyond seafood menu” blends the essence of traditional Cantonese cuisine with the refined notes of cognac, infusing delicate layers of flavour into each dish for an elevated dining experience. 

Meanwhile, the exclusive Cognac Trio Chocolate Mousse will be available at all 10 Lady M branches in Hong Kong from 1 September to 30 November 2025, showcasing the sophistication and artistry of both brands— making it a standout treat for indulging in the season’s exquisite pleasures.

In conversation with MARKETING-INTERACTIVE, a spokesperson from Hennessy said Lady M and Above & Beyond were selected as ideal partners due to their shared commitment to excellence, craftsmanship, and providing premium experiences.  

“Lady M’s reputation for creating elegant, award-winning confections aligns perfectly with Hennessy's sophistication, whereas Above & Beyond’s expertise in modern Cantonese cuisine and its status as a Michelin-recommended venue offers the perfect setting to showcase how the refined notes of Hennessy cognac can elevate a luxurious dining experience.” 

This initiative targets discerning, upscale consumers who appreciate premium brands, curated experiences, and gourmet dining, said the spokesperson. “They are individuals looking to elevate their Mid-Autumn Festival celebrations with sophisticated products and unique, shareable moments.” 

This year's initiative is centred on the theme of exploration and versatility, encouraging consumers to discover new ways to enjoy cognac, said the spokesperson. Apart from the collaborations, Hennessy is also presenting the Hennessy V.S.O.P and Hennessy X.O Mid-Autumn Festival Limited Edition 2025. 

“For V.S.O.P, we are showcasing its mixability by promoting an easy, homemade cocktail – the Henny Tea. This reflects our belief that cognac, such as people, isn't made for just one thing. By exploring further, we can reinvent even a 200-year-old legacy into something modern and unexpected.” 

As for X.O, the brand is elevating the perception of its flagship cognac by introducing a refined sensorial experience: savouring it on ice with a splash of sparkling water. “This modern serve unlocks new dimensions of the cognac, demonstrating that one exceptional drink can create dozens of special moments.” 

This series of festivities is promoted via organic social engagement with lifestyle and F&B content creators at the brand’s preview event. Furthermore, seeding of limited-edition bottles and Lady M cakes will also be used to create authentic buzz around the Mid-Autumn Festival and remind target consumers to pick up something special for or treat their loved ones during the festive season. 

Patrick Madendjian, managing director of Moët Hennessy North Asia, said, “In France, coffee with cake is a classic daytime indulgence, but we’re shaking things up by pairing Hennessy with Lady M’s exquisite creations. Partnering with Lady M, whose delicate creations mirror our elegance and ease, makes savoring Hennessy cognac as vibrant and timeless as enjoying the perfect slice. It’s a fresh, sophisticated way to celebrate life’s sweetest moments, anytime, day or night.” 

Devin Pun, managing director of Moët Hennessy Diageo Hong Kong & Macau, added, “Hennessy has long been cherished in Chinese culture, and we’ve always celebrated the joy of sharing with friends and family. Our new seafood menu with Above & Beyond pairs fresh ocean flavors, with Hennessy’s rich taste. As the Mid-Autumn Festival brings loved ones together for reunions, this collaboration perfectly blends our shared values, creating memorable moments with great food and fine cognac.” 

On the other hand, Hotel ICON's spokesperson said as a global leader in cognac, Hennessy's values - togetherness, tradition, and meaningful connection - align perfectly with the spirit of the Mid-Autumn Festival. "Hennessy’s reputation for excellence and its ability to create refined, memorable experiences make it an ideal partner for upscale collaborations, especially those that celebrate culture and elevate festive occasions."

"The collaboration appeals to those who value tradition, togetherness, and refined experiences, as well as local and international guests seeking exclusive seasonal offerings. Hotel ICON’s values of creativity, excellence, and memorable guest experiences are reflected in this partnership, which offers a unique culinary experience that differentiates itself from permanent menus through the chemistry of food and wine pairing," the spokesperson added.

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