Prestigious cognac brand Hennessy recently enlisted A$AP Ferg for a creative cocktail collaboration. The duo teamed up to release a kit called the “Hennessy Uptown”, which features the brand’s V.S.O.P Privilège. To promote the partnership, A$AP Ferg stars in a short video that takes viewers to the root of the Harlem rapper’s creativity. In addition to being the “Trap Lord” and “Hood Pope”, Ferg is also an enthusiastic painter. Thinking back to when he was doodling in notebooks as a child, Ferg shares his love for the arts as he sips on V.S.O.P Privilège.

Hennessy has been promoting it’s “Never stop. Never settle.” marketing campaign for several years now, linking up with a number of creatives, including Nas, KAWS, and Futura, to inspire others to pursue their passions and perfection in their crafts. The cognac brand has a long history of marketing to the urban consumer, which ultimately solidified its place in hip-hop culture (even becoming one of the most mentioned brands in music).  Hennessy’s partnership with A$AP Ferg injects a younger influence to the 250-year-old brand and continues its marketing efforts to win new cognac consumers. Check out Ferg’s new song “Family” made for the collaboration.

You can purchase the Hennessy Uptown Inspired by A$AP Ferg Cocktail Kit at for $78. The first 100 people to purchase the kit will receive the limited edition vinyl of Ferg’s “Family” track, encased in a bespoke record sleeve boasting Ferg’s artwork.

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Rex Pham

Originally from the Bay Area, who then moved to Los Angeles, then out to New York City. NYU Stern MBA c/o 2014. Inspired by the grind of NYC to create something that has value. Lover of all things digital, culture, and brand strategy.

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