LeBron spruiks a special-edition cognac

Meet the new limited-edition cognac that being promoted by veteran NBA star LeBron James.

Cognac house Hennessy has revealed a new collab with LeBron for a special design of its VS “Very Special” bottle.

The limited edition bottle design will be available globally this week, drinks business reports.

James called himself an “admirer of Hennessy and its iconic brand”, saying he has “always appreciated its commitment to basketball and how it celebrates the sport’s influence on and off the court.”

I hadn’t noticed myself but db reports that LMH-owned Hennessy has regularly aligned itself with the sport and its fans.

In October 2023, the brand extended its contract as the official spirit of the NBA.

To mark the renewal, the cognac maker released limited-edition bottles co-branded with the NBA and unveiled a series of basketball courts in recognisable settings worldwide, including a floating version on the River Thames in London.

Partnerships with basketball players help cognac houses raise their profile in North America, a market in which the category is struggling. In recent years cognac has seen sharp decline of sales in that market, which accounts for 40% of global sales.

And sales in the US are becoming evermore central to distillers’ export strategy, as China, the category’s biggest market, threatens has threatened imposing tariffs.

Both the bottle and gift box highlight an illustration of James in purple and orange. The Hennessy Bras Armé is reimagined on the limited- edition packaging, sporting a sleeve as a tribute to James and intertwined with his trademark crown.

The blend will remain the same.

Antoine Varlet, senior vice president, Hennessy US, said: “We are elated to officially welcome LeBron James to the Hennessy family after many years of mutual admiration and friendship. 

"LeBron is not just a basketball star, but someone who redefines boundaries in sport, style, culture and beyond.”

James loves his spirits. He is also an investor in Lobos 1707 Tequila.