Hennessy Courts Hoop Royalty for New Bottle Launch

A new launch from Hennessy is getting a major boost from NBA all-star, LeBron James. The French cognac maker and the legendary LA Laker have introduced Hennessy Limited Edition by LeBron James, a V.S & V.S.O.P collection housed in limited edition packaging, available now globally.

This first-time collaboration between Hennessy and LeBron James hinges on a vibrant, limited edition bottle with a distinctive design that connects to James’ on- and off-court persona. Both the bottle and gift box showcase an illustrative portrait of James in purple and orange. The iconic Hennessy Bras Armé is reimagined, sporting a sleeve as a tribute to James and intertwined with his trademark “King James” crown.

L to R: V.S. blend, Lebron's margarita toast, and V.S.O.P. (Image: Hennessy)

In the lead-up to the partnership, James visited Maison Hennessey in Cognac, France, and was impressed by the brand’s commitment to craftsmanship, saying it represented “a shared sense of dedication and discovery.”

Antoine Varlet, Senior Vice President, Hennessy U.S., welcomed James into the Hennessey family and reflected on the brand’s relationship with the NBA and with James specifically, adding that the partnership was more than just a collaboration but the culmination of “many years of mutual admiration and friendship.”

To highlight the cognac’s versatility, James put a fresh twist on the Hennessy Margarita cocktail featuring Hennessy V.S., lime juice, orange liqueur, orange juice, and agave syrup. The addition of orange juice comes directly from James, inspired by a recent tasting experience in Cognac where he experienced the different possibilities of the spirit and discovered that Hennessy is enjoyed more than just neat, complementing a wide range of serves.]

While the Hennessy cognac inside the bottle remains the same, a V.S (Very Special) blend is available in the U.S., as well as in other markets, and a V.S.O.P. (Very Superior Old Pale) blend is available only internationally and in select markets worldwide.