Hennessy launches pre-mixed cocktail cans to reverse Cognac sales decline

Summary

Hennessy, the 261-year-old Cognac brand, is facing declining sales after a pandemic-era boom. To combat the slump, the company is launching Hennessy Very Special Cocktails — pre-mixed cocktail cans that aim to attract younger consumers and expand the brand's reach beyond traditional Cognac drinking occasions. The move represents a significant strategic shift for the heritage brand as it adapts to changing consumer preferences and a challenging spirits market.