To celebrate the 50th anniversary of hip hop music, the Moët Hennessy-owned brand has designed a limited edition Hennessy VS bottle in partnership with Nas.

The bottle has been called ‘HenNassy’ – the first time the brand has renamed a product.

Jasmin Allen, senior vice-president, Hennessy USA, commented: “Hennessy has been an undeniable mainstay in hip hop, intricately woven into the fabric of the genre and its global influence for decades.

“We’re proud to honour hip hop’s 50th anniversary with a pioneer of the art and culture – hip hop icon Nas – as we celebrate the debut of our collaborative limited edition bottle.”

The launch is being supported by a new campaign, called Rep Yours, designed to represent innovators of the past and the up-and-coming artists of the future.

Nas has narrated a film in partnership with photographer Renell Medrano, who grew up in the Bronx and took inspiration from her New York roots for the video.

Nas added: “It means a lot to me to celebrate this legendary moment in hip hop history with Hennessy, a brand that has supported me for more than 10 years.

“Hennessy is part of our culture and continues to inspire generations of hip hop fans, so I’m really proud to share our new limited edition bottle with the world.”

Hennessy has also created a trio of cocktails to enable fans to celebrate hip hop’s anniversary at home.

Furthermore, on 11 August – the official anniversary of the music genre – Hennessy will partner with its ambassadors across 14 US states to host celebrations.

Hennessy Cognac is owned by LVMH. This week, the company named a new CEO for its subsidiary, The Glenmorangie Company.

Earlier this month, Moët Hennessy, the wine and spirits arm of LVMH, opened a multi-million-euro, five-floor bar in Paris, France.

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