For the first time in 260 years, the cognac house is bottling something other than its eau-de-vie. As of June 1, 2026, three ready-to-serve cocktails based on Hennessy VS are on sale in the American market. A decision made in July 2025 and developed over ten months, in a context of persistent declining consumption.
A Sector Under Pressure, a Growing Format
Cognac figures have been poor for several years. The sector shipped 141 million bottles out of France in 2025, the worst level in sixteen years. Trade tensions with the United States and China, general alcohol consumption decline: the industry is looking for solutions.
The ready-to-serve format is one of them. Sales of pre-mixed cocktails in the United States increased by 16.4% last year, reaching $3.8 billion. It is one of the few segments that is holding up in an overall depressed spirits market.
On the LVMH side, of which Hennessy is the main spirits house, the pressure is also visible: the wines and spirits division posted 610 million euros in the first quarter of 2026, compared to 629 million in the same quarter of the previous year.
Henny-Rita, Henny Berry, Henny Iced Tea: Three Recipes in 37.5 cl
The range, named Hennessy Very Special Cocktails, is available in three varieties. The Henny-Rita is inspired by the margarita, with citrus and agave. The Henny Berry focuses on red fruits. The Henny Iced Tea features a cognac-iced tea combination firmly rooted in the culture of the Southern United States.
The recipes were developed over ten months by Renaud Fillioux de Gironde, the house's master blender, using Hennessy VS and primarily fruit juices. Alcohol content: 18% ABV for the Henny-Rita and Henny Iced Tea, 20% for the Henny Berry. Format: 37.5 cl glass bottle (four servings), priced at $15.99 (approximately €13.75), a price point close to the VS itself, which sells for around $40 for 75 cl.
No aluminum cans, which are very common in the segment across the Atlantic. Hennessy has opted for glass, with colorful visual cues, and embraces the American nickname "Henny" on its labels. Production is carried out in France before export. This is the house's first major innovation since the launch of the Paradis range in 1979.
A New President, A Bet on New Uses
The decision was made in July 2025 by Charles Delapalme, who took over the head of Hennessy a year ago. His background: Louis Vuitton, Fendi, Christian Dior Couture. He comes from the fashion luxury sector, not distillation.
His argument is straightforward: cognac remains associated with evening and tasting, but usage is evolving towards more informal formats, during the day, in cocktails. He also speaks of an educational project, to introduce certain consumers to the taste of cognac and encourage them to discover it neat later, or to start mixology themselves.
The idea is not new in the sector. Historically, cognac was featured in many recipes, before being gradually replaced by other spirits for economic reasons. The sector has been working for several months to revive these uses.
United States until September, the rest is pending
Hennessy is focusing its deployment on the American market, with a gradual ramp-up until September. No date has been announced for other markets, but the house does not rule out considering them, including France, which nevertheless exports 97% of its cognac production.
The movement goes beyond Hennessy. Rémy Cointreau has announced a "disruptive innovation" in the United States for Rémy Martin in the fall of 2027. Cognac is seeking new avenues, and ready-to-drink is gradually becoming one of the few concrete growth paths in a contracting market.
Alcohol abuse is dangerous for your health. Consume in moderation.
