Hennessy, the world’s best-selling Cognac, continues to push boundaries in the spirit of its Never stop. Never settle. mantra with a new collaboration and limited-edition offering from Harlem hip hop artist and painter A$AP Ferg.
Bringing together three of the artist’s passions: art, music and Cognac, this is Hennessy’s latest creative collaboration centred around the notion of pushing the limits of one’s potential. It is a value the Cognac producer has prioritised since inception more than 250 years ago, with eight generations of the Hennessy family and eight generations of the Fillioux family Master Blenders representing the endless pursuit of creating the perfect Cognac, year after year.
In a new digital video, Hennessy spotlights the Never stop. Never settle. story of New York City native, A$AP Ferg. From humble beginnings in Harlem to his rise within hip hop collective A$AP Mob, Ferg shares his unique creative process that’s established him as a master behind the mic, as well as in other endeavours, including painting.
The video was shot in Ferg’s hometown of Harlem, and features new music from “Family” – his latest track that dropped today, in collaboration with Hennessy, on SoundCloud. Hennessy and A$AP Ferg have a shared passion for pushing the limits of potential, and recognise the importance of family in building a successful legacy.
In the video, Ferg discusses these passions, while painting a reimagined version of his latest launch cover, Still Striving, which spotlights the artist tying his own doo-rag as though preparing for battle. Through the lens of his musical style, the painting serves as a depiction of his ‘Never stop. Never settle.” story, with an amalgam of colourful visuals representing an unwavering dedication to art & music.
These same colours inspired the creation of the Hennessy Uptown, a new cocktail kit featuring Hennessy V.S.O.P Privilège exclusively available through premiere cocktail delivery service, Cocktail Courier. The Hennessy Uptown Inspired by A$AP Ferg Cocktail Kit ($78) includes ingredients to make eight Ferg-inspired cocktails and will be available for purchase beginning January 16th. The first 100 people who visit the site will receive the limited-edition vinyl of Ferg’s “Family” track, housed in a custom record sleeve that depicts Ferg’s artwork.
To create the Hennessy Uptown at home, combine the following ingredients in a shaker over ice until chilled: 1.5 oz. Hennessy V.S.O.P Privilège, .25 oz. cinnamon syrup, 3 oz. hibiscus tea and 3 dashes Angostura bitters. Strain over ice into a Collins glass and garnish with a lemon wheel, a pinch of chipotle powder and a float of crème de cassis.