This Is Officially the Most Baller Drink

Hennessey becomes the official spirit of the NBA.

Alcohol and sports are not unlikely bedfellows. Spectators are often found with a drink in hand while watching the game, while players toast a win with a cold one or blunt down the sorrow of a loss with a shot (or two or many) post-match. But what do they pour down their gullets?

Why not the most official drink of the game? For the love of basketball, Hennessey and the National Basketball Association (NBA) recently expanded their partnership with the best-selling cognac now becoming the “Official Spirit of the NBA”-the first global spirit partner of the league, to be exact.

Photo by Hennessy.

To celebrate, the French spirits brand creates exclusive Hennessy VS and VSOP Limited Edition bottles, all wrapped in gold that represents Hennessy’s ethos of always pushing the limits and also reminds of the big lifestyle of NBA superstars.

“The NBA is more than basketball, and Hennessy is more than cognac,” said Julie Nollet, Hennessy global CMO. “We represent global communities, and this partnership empowers us to support a game and culture that brings people together through entertainment and camaraderie despite the current challenges faced by fans around the world.”


Photo by Hennessy.

Photo by Hennessy.

Apart from toasting with precious cognac, Hennessy celebrates the game with events throughout the year. For the worldwide audience of the partnership, it adapts its “Hennessy x NBA: Lines” campaign, which celebrates the cultural force that knows no boundaries and the people who cross, move, and break the line.

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Who knew a golden pour could symbolize all that?

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