Hennessy reimagines Mid-Autumn rituals with Jackson Wang

Ahead of the Mid-Autumn Festival, Hennessy is inviting consumers to embrace a modern take on tradition with its new campaign, "Experience a new kind of ceremony". Designed to bring communities together through contemporary cultural rituals, the house has unveiled two limited-edition bottles alongside a line-up of interactive activations - highlighted by an exclusive pop-up truck and a luxury mooncake collaboration.

The seasonal programme redefines Mid-Autumn togetherness by exploring the sensory crossover between tea and cognac. Leading the charge is the "Under the moon truck" pop-up, taking over the Piazza at K11 Art Mall (G/F) from 10 to 13 September 2026. Visitors will be able to experience a tailored, tea-and-cognac tasting journey, headlined by an exclusive "Hennessy V.S.O.P Boba" bubble tea cocktail.

The concept is anchored by the launch of Hennessy’s V.S.O.P and X.O Limited Edition bottles. Designed with fluid lines, bold contrasts, and a tea-leaf moon motif, the packaging reflects the convergence of both spirits. The V.S.O.P Limited Edition targets vibrant gatherings with lively serves such as an Oolong Iced Tea cocktail, while the X.O Limited Edition leans into fine tea culture with refined rituals such as X.O poured over Pu’er tea ice.

Global cultural figure Jackson Wang joins the campaign to bring the concept to life. Bridging his Asian heritage with modern international influence, Wang embodies the campaign's blend of tradition and contemporary flair.

Partnership between Hennessy and Wang is a strategic alignment built on several cultural, demographic and brand building objectives, said a spokesperson from Hennessy. Hennessy tapped Wang because he brings massive global reach and cultural resonance as a pop icon and House ambassador who bridges Eastern heritage with Western contemporary lifestyle.

"As a long-term brand ambassador, he connects authentically with younger legal drinking age consumers, driving high talkability, social engagement, and modernising Cognac's image during key cultural celebrations. Beyond his celebrity presence, his personal preference for signature serves. Wang’s roots and massive influence in Greater China and the broader Asia-Pacific region strengthen Hennessy's connection to key markets, frequently highlighted through tailored campaigns for major cultural moments such as Mid Autumn Festival and Lunar New Year," added the spokesperson.

The campaign runs throughout the seasonal Mid-Autumn Festival window, executing actively from early August through end of September. Within this broader timeline, the "Under the moon truck" mobile pop-up activation specifically operates from 10–13 September 2026 at K11 Art Mall The Piazza (G/F) as a targeted, high-impact experiential centerpiece during the peak festival lead-up.

The campaign primarily targets the next generation within the global Asian community across diverse, modern lifestyles. Within this overarching demographic, it addresses two specific consumer segments, said the spokesperson. "The Hennessy V.S.O.P line focuses on trend-conscious, younger LDA consumers who enjoy vibrant social gatherings and accessible cocktail serves, while the Hennessy X.O line targets high-net-worth individuals and discerning consumers seeking elevated tasting rituals and premium festive gifting solutions."

“Hennessy is very proud to celebrate the Mid-Autumn Festival with Wang,” said Charles Delapalme, president and CEO of Hennessy. “It reinforces our long-lasting heritage and craftsmanship in ways that resonate culturally in China. The collaboration reflects our ambition to build lasting connections—rooted in tradition, yet open, emotional, and shared across generations.”

The campaign is amplified via a balanced mix of experiential, earned, and digital channels. On the ground, below-the-line tactics include the "Under the Moon Truck" mobile pop-up, eye-catching retail visibility as well as on trade meal pairing promotions, which resonate with Chinese cultural moment during the festival period, added the spokesperson. This is supported by direct public relations efforts such as press releases distribution, seeding, and exclusive preview events. Digitally, the brand drives engagement using celebrity and KOL co-creation and organic social content that directs traffic directly to eCommerce platforms.

The return on investment for the "Under the moon truck" is evaluated using engagement, media value, and commercial conversion metrics. Experiential success is measured by liquid-to-lips tasting conversions. Public relations impact is quantified through target earned media value, alongside digital metrics such as regarding social impressions and tracking influencer content creation. Finally, commercial ROI is calculated by achieving full sell-through of the Mid-Autumn Festival limited editions across off-trade and online retail channels.

Extending the celebration into Hong Kong's nightlife, Hennessy has partnered with premier local venues—including Avenue 75 Bar & Eatery, Chin Chin Bar at Hyatt Regency Hong Kong, Library Restaurant and Bar, Swim Club at Kimpton Tsim Sha Tsui, The Bar at The Peninsula, and Tiffany’s New York Bar at InterContinental Grand Stanford Hong Kong—to serve bespoke tea-infused cocktails.

Rounding out the festive line-up, Hennessy has teamed up with InterContinental Grand Stanford Hong Kong to introduce a limited-edition mooncake. The creation features a dark chocolate filling infused with Hennessy cognac, pairing deep cocoa notes with the spirit's signature warmth.

The V.S.O.P and X.O Mid-Autumn Festival limited editions are now available at selected retail outlets across Hong Kong and Macau, while stocks last. 

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