Hennessy has partnered with multi-disciplinary artist Ryan McGinness as the designer of its new Hennessy V.S Limited Edition cognac bottle. McGinness’ take on the iconic Hennessy V.S label features a distinctive radiant pattern in fluorescent colors that glow under black light. The bottle is now available for purchase online and at select wine and spirits retailers nationwide.
Known for using the visual language of contemporary symbology, the New York-based McGinness is credited with elevating the status of the icon to fine art. His works have been exhibited in museums around the world.
The new Hennessy V.S Limited Edition is the fifth in a series that has included critically acclaimed artists such as KAWS, Futura, Os Gemeos, and Shepard Fairey. McGinness acknowledges the strong similarities between his artistic approach and the creation of Hennessy Cognac, saying, “My process of combining elements and compounds to form mixtures parallels Hennessy’s artful blending of eaux-de-vie to create Cognac. The shared approach to our crafts is part science and part art.”
The label on each individually numbered 750-mL bottle features an innovative brand first: a radiating pattern in bright fluorescent colors that is illuminated when the bottle is placed under a black light. True to his style, McGinness also re-interpreted icons within Hennessy's motif, including the brand’s coat of arms, and highlighted the bottle’s metadata—information found on the back of the label in fine print—through unique visual symbology.
“Ryan McGinness’ work reflects a fresh, energetic use of multiple elements—from colors to icons—to create designs of enduring impact. We are thrilled to be partnering with Ryan McGinness during our 250th Anniversary year. This new Hennessy V.S Limited Edition bottle design embodies his passion and commitment to his craft, the same characteristics Hennessy has pursued since 1765,” says Rodney Williams, Executive Vice President of Spirits, MoetHennessy USA.
In addition to the 750-mL bottle (SRP: $32), a limited number of deluxe sets in commemorative gift boxes (SRP: $150) are available. The Hennessy V.S Limited Edition Deluxe set features two individually numbered 750-mL bottles with different adaptations of the design by the artist in black and fluorescent colors on a black background. The Deluxe set also includes a keepsake booklet, providing an inside look at the collaboration, and two exclusive artwork coasters.