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setting iconStakeholder EngagementLaunched

Hennessy Completes Phygital Twinning Of NFTs To Limited Run Of Bottled Cognac

Milestone Date: November 28, 2023

Customer Engagement

Hennessy, a well-known cognac brand, launched an NFT featuring a physical limited-edition Hennessy V.S.O.P bottle, available on BlockBar, an NFT platform for spirits and wine. In a practice known as token-gating, the NFT is accessible exclusively to Hennessy Café 11 members who already hold at least one Café 11 NFT. NFT holders will have the chance to obtain the actual physical bottle starting July 31, 2024.

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Hennessy NFT & Metaverse ProgramHennessy NFT & Metaverse Program

This is the first time that Hennessy involved its Café 11 Web3 community members and artist Johnsville (John P. Dessereau) in the design process. The goal was to creatively revisit the classic Hennessy V.S.O.P bottle, a label that originates from an 1818 order by the future King George IV of England, who was looking for a "Very Special Old Pale" cognac from Hennessy.

The bottle's redesign process, which showcases a painting by Johnsville that draws inspiration from Parisian café culture, involved contributions from Café 11 members who helped in selecting the design elements like the background, color palette, and packaging of the bottle. The practice of involving Web3 community members in a design process is known as “co-creation” and is a feature of several enterprise blockchain projects that Blockchain Journal tracks in our Blockchain Project Directory.

This isn’t Hennessy’s first NFT project. In September 2022, the brand introduced a special golden edition of its Paradis cognac that was also tied — or “phygitally twinned” — to an NFT through BlockBar.

By Elizabeth Morrison

Published:November 28, 2023


Social Media ( including podcasts)

Discord: Minting of Café 11 V.S.O.P Bottle NFT on \BlockBar is complete.

LMVH Moët Hennessy

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