Hennessy Charts a New Path as 'The Spirit of the NBA'

If you know fine spirits, you know Hennessy.

And if you know sports, you know the American NBA.

You may not immediately see the connection between these two iconic brands, but now, a freshly reinvigorated one has been forged. Hennessy, one of the world’s best-selling Cognac brands and the first global spirit partner of the NBA recently announced the launch of the second season tip off, ‘The Spirit of the NBA’. Commemorating the continuous partnership in an unprecedented launch held 6,000 feet above sea level on a cool evening recently at Genting Highlands, both global brands are taking this time to celebrate and expand the influence that the league, the beloved sport itself, and Hennessy have had in and out of the court.



“We are tremendously proud to be a part of this 75th Anniversary Celebration, with the NBA play-offs as the Official Spirit of the NBA.” said Thomas Bouleuc, Managing Director of Moët Hennessy Malaysia. “Over the years, Hennessy has established a reputation as more than just a cognac brand. We have always sought to represent global communities and empower people to come together through entertainment, fellowship, and unity. As the NBA’s 2021-22 season shoots off in Malaysia, we are enormously gratified to be working with such a distinguished partner who shares these very same values and shared culture of integrity, teamwork, esteem, and community.”


Thomas Bouleuc, Managing Director of Moët Hennessy Malaysia, giving his welcoming address on a cool and breezy night at Genting Highlands


“We’re marking this season’s tip-off by reaching out to loyal fans and introducing new ways of celebrating NBA game night,” Thomas continued. “In light of this, we are excited that the launch, first of its kind, was held at High Line Rooftop Market, SkyAvenue, Genting Highlands that featured bespoke NBA cocktails designed specifically to toast to this occasion. This represents our dedication to support this extraordinary game and the culture that comes hand-in-hand with it.”

Hennessy’s ‘The Spirit of NBA’ campaign brings a dedicated story of an exhilarating sport that has created a cultural movement with significant influence and has impacted all walks of life across generations, whether as a player, a supporter or a loyal fan. Hennessy takes this opportunity to create this immersive experience, showcasing the influence and association the NBA league has within the creatives across the various industries of fashion, music, and art in Malaysia.


A grand launch event for the Hennessy x NBA campaign – at 6,000 ft above sea level!


The ‘Spirit of the NBA’ event features an enthralling basketball court installation, engaging activities that includes a photocall, hoop shoot game and a chance to mix your very own Hennessy cocktail drink at the bar, bringing to life the partnership of Hennessy and the NBA at the stellar venue. Uniting on and off the court, Hennessy brings together a strong collaborative effort with prominent local streetwear brands Atmos KL, and Against Lab. Uplifting the spirit of the NBA, lucky winners also walked away with NBA tickets, Atmos vouchers and merchandise, NBA jerseys, and NBA basketballs.

Be sure to keep an eye out in the next few weeks for more activations and details on the Hennessy x NBA campaign. In particular, spots to watch include Kongzhi, Sri Petaling; Park-in, Subang; and Light Bar, Johor Bahru.