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.

“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.”

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.

MARKETING-INTERACTIVE has reached out to Hennessy for more information.

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