life of a hustler

when i was invited to shoot the Hennessy bartenders’ convention in the Container the first thing i thought about was Li’l Jon and other rappers who are partying with cognac. Before the event they were telling us that it’s an international movement to bring cognac into the cocktail world, not just drinking it straight, but also in mixed drinks. and i thought, yeah, i know… crunk juice!
at the event, they served up some really cool cocktails, some were simple, some more sophisticated, but they were all delicious and they had lectures about the brand and how Hennessy is working hard to become more hip and a popular spirit in cocktail bars. In israel, the alcohol tax reform actually made cognac cheaper in the past couple of years, so it’s more of a reason.
I was truly surprised when they talked about rappers and how great their endorsement and free advertising is for the brand. I was happy to learn that Hennessy is embracing this energy, and mixing up a hell of a drink!

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