HENNESSY EMBARKS ON SUPPORTING CREATIVITIES

HENNESSY EMBARKS ON SUPPORTING CREATIVITIES

By Kanyingi Kuria

Hennessy through its Never Stop Never Settle

campaign initially launched before the

coronavirus pandemic is supporting creatives

to promote the spirit of pushing limits to

achieve greater success. The initiative launched

across the African continent to empower

African youth actively engaged in their different

lines of craft has drawn respected individuals

inspired by the beverage’s spirit of standing the

test time, to also inspire others to go beyond

the ordinary.

In Kenya, the brand has been partnering with

creatives such as top DJs and music artists to

deliver online concerts – a much-needed

entertainment relief given the covid-19

restrictions on movement. This came after the

cognac maker launched a challenge of mixing

Hennessy in different ways to show the

creativity of mixologists while at home as they

forged on to have their livelihoods return back

to normal.

Other creative Hennessy has been partnering

with include those in fashion, art, culture, and

film spaces to promote the need to stay

resilient while on the journey to breaking

boundaries.

The speedy rise of creatives turning into digital

influencers especially in the country right now

has seen top brands partner to support them as

well as push their brands’ awareness, sales, and

brand equity through online platforms where

most of their target groups as directly indicated

by research spend their free time on.

Kenya is one of the leading African countries

with an active brand- influencer engagement

model that has enabled the same individuals to

make money off-brand promotion while at the

same time enabling them to expand their crafts

as supported by resources provided by the

sponsoring brands.

This also comes at a time when businesses,

especially known brands are reaching out to

consumers communities to support them in

any way they can. This has in turn caused the

inevitable shift to digital – new normal that

seems to be picking up as illustrated by the

increase in demand for alcohol thanks to

limited physical movement.

On the other hand, electronic retail also known

as e-tailing has made great strides in recent

times and especially due to the coronavirus

pandemic. Businesspersons have now turned to

the internet to sell their products to their

network of online audiences. Lifestyle products

such as alcohol have been the biggest selling in

this. E-retail has continually become a

preference due to its unmatched convenience

and other related aspects such as quick

delivery and frequent sales offers.

Alcohol sales growth via the web currently

looks inevitable. E-commerce is making an

impact on just about every industry imaginable,

and alcohol has already been disrupted.

As consumer demand increases, online models

evolve and efforts to sell alcohol online expand,

alcohol brands such as Hennessy have

continued to address and meet changing

consumer needs, wants & shopping patterns by

being available on local e-commerce websites.

This is to tap on the online alcohol opportunity

to introduce frequent offers with every purchase

of the drink.