THE BARTENDING COMMUNITY IS BLENDING COCKTAIL CREATIVITY AND NEW RITUALS

In early 2020, it became apparent that the hospitality industry was facing a period of never-before-seen instability and uncertainty. Closures, operating under highly restrictive conditions, something had to give.

Hennessy, looking for ways to support the businesses and individuals affected, organized the first ever #HennessyMyWay challenge in the Spring of 2020. This initiative, among others launched by the Maison, served to inspire the women and men behind the industry that had remained passionate and loyal to their customers and partners even in the face of necessary but livelihood-sapping closures and measures. The results were so inspiring – morale was boosted, creativity too – leading to Hennessy repeating the challenge again in 2021.

The challenge was simple: 500 bartenders around the world were proposed to create 30 second videos of them serving Hennessy – with no limits on how creative their new cocktails or serving rituals could be – using any tools they could imagine and, of course, drawing on their own inimitable inspiration, having the complete freedom to unleash their creativity. While the bar was always going to be high, the resulting cocktails and serving rituals were still nothing short of exceptional.

Hennessy was able to witness the most impressive and delicious creations with some highly original service rituals.