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Hennessy and the nineties rap legend continue to write (and distill) a mutual love story that began decades ago. And beyond Nas’ constant references to the iconic brand since his debut album Illmatic in 1994, the spirit has left its mark on the history of hip hop, appearing in countless lyrics and rapper clips, demonstrating its connection and endurance over time.
“When I came into the business, Hennessy was the new drink of the generation coming up….. I mentioned it on my first album to set the tone, like, ‘Get in the groove of what you’re going to hear,'” Nas explains about Hennessy to Robb Report.
HENNASSY’S’ TRIBUTE
As the latest chapter in this timeless relationship, with which they commemorate hip-hop’s 50th anniversary, Nas is once again collaborating with the brand to launch a limited edition bottle called ‘HenNaSsy‘.
‘I had a lot of opportunities to partner with other drinks,’ he says. ‘But they weren’t true to me and I think people can see that. To see me partnering with another brand that I don’t talk about, that people don’t see me drinking…it doesn’t seem honest.’
Nas thus dives back into the depths of cognac’s history and category to present this exclusive bottle in which the duo dissolves a love letter to hip hop, inscribed with a handwritten note from the rapper.
The Nas x Hennessy V.S bottle, which will be available in July 2023 in select stores around the world, features a design that drinks from the subculture, represented in an aged label with Nas’ brand and face alongside orange, white and black spots.Finally, the inscription of “HenNASsy” on the bottle with graffiti details-inspired by New York City-finishes off the aesthetic concept of this great liquid tribute to hip hop.