The world’s best-selling cognac brand will join one of Europe’s largest street festivals with its first carnival float, exclusive cocktails, and retail partnerships across London.
Hennessy is set to make its biggest splash yet at this year’s Notting Hill Carnival with a new float experience and expanded community partnerships. The cognac brand will participate in the August 24-25 bank holiday weekend festivities, building on its relationship with Caribbean culture and previous collaborations with carnival sound systems.
The brand’s first-ever carnival float will offer attendees an immersive experience featuring music, dance, and the specially created Coco Cocktail. This Caribbean-inspired drink combines Hennessy V.S with lime juice and coconut water, reflecting the brand’s effort to create authentic connections with carnival traditions.
Hennessy Strengthens Retail Presence Across London
Leading up to the carnival weekend, Hennessy has established displays in Cash & Carry locations throughout London. Participating stores are offering exclusive carnival-themed merchandise, including graphic flasks, fans, and whistles. The brand has also extended support to independent corner shops with themed point-of-sale materials and displays.
These retail initiatives aim to reinforce what the company calls its position as the “Spirit of Carnival” while supporting local businesses that serve the Caribbean community. The brand has worked to increase visibility in key trade outlets that traditionally stock products for carnival celebrations.
Limited Edition Hennessy V.S Bottle Returns to Market
To commemorate the occasion, Hennessy has re-released a carnival-themed limited edition of its V.S cognac. The bottle features a feather motif design replacing the traditional gold scrollwork, drawing inspiration from carnival costumes and celebrations. The special edition is available at UK convenience retailers for £37.50 ($49) for a 70cl bottle and £11.75 for a new 20cl format.
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“Hennessy’s roots run deep in the Caribbean,” said Lizzie Bailey, Hennessy UK Marketing Manager. “Our cognacs have been appreciated amongst the Caribbean community since the early 19th century, and we are proud to honour that connection here in London.”
The brand’s participation in Notting Hill Carnival is part of its global engagement with carnival celebrations. Last year, Hennessy partnered with Rampage Sound system at the event, which draws over two million visitors annually to West London.
The expansion into float participation and retail partnerships demonstrates Hennessy’s continued investment in cultural events that resonate with its consumer base. The carnival activation includes collaborations with Mas bands, traditional carnival performance groups that form the heart of the street parade.
Notting Hill Carnival, which began in 1966, has grown to become Europe’s largest street festival and a cornerstone celebration of Caribbean culture in the UK. The event generates significant economic activity for local businesses and provides a platform for brands to engage with diverse communities.
