Hennessy, the no. 1 cognac brand in the world, has long travelled the globe placing its mark in every country while embracing its local culture. In the Philippines, it continues to bring its philosophy of embracing local by glorifying a very special, iconic and historical symbol, the ubiquitous jeepney through its new campaign.
“Hennessy as a brand aims to be the pioneers that will lead the way in experiencing culture with refinement and sophistication. Hennessy King of the Road is our take on the celebration of Manila’s Urban Lifestyle,” says Carlo Bautista, Hennessy VS brand manager. “We chose the jeepney because it’s vibrant, distinct, and audacious. It is an urban symbol of Filipino resourcefulness, flair, sense of community, and ultimately the cultural King of the Road. Today, it is the first and only luxury jeepney created by a wines and spirits company.”
To unveil this sleek black ride which features a fully stocked bar and bartender, elegant interiors of soft black leather and dim lighting, Hennessy recently hosted an event in collaboration with some of Manila’s top creative minds in the food and art industry and upcoming artists in the field of music.
Guests enjoyed a curated menu by top chefs JP Anglo of Kafé Batwan, and Jordy Navarra of the soon to open Toyo Eatery, for their urban interpretation of the Filipinos’ favorite local cuisine. Anglo and Navarra prepared their renditions of bar chow, or pulutan, best enjoyed with Hennessy Very Special such as open faced kare-kare tacos, kansi panada with Batwan gravy, toyo eatery pork BBQ with Hennessy VS glaze, crispy shrimps with VS sauce and chocolate bonbons with Hennessy VS. Lee Watson, of ABV, crafted special Hennessy cocktails to pair with each of the chef’s masterpieces. These three cocktails also took inspiration from unique Filipino food ingredients, which are in line with the Hennessy King of the Road campaign of embracing local culture.
The Habal-Habal, named after the “one-person jeepney,” was a drink that used black pepper infused Hennessy VS, coupled with bay leaf, honey, calamansi, and ginger beer, served in a highball glass. Watson’s second drink called Patok, got its name from the loud, fast and colorful jeepneys. Here he infused Hennessy VS with siling labuyo, complemented with honey, calamansi, and a dash of white vinegar. Lastly, to bring out the spirit of the King of the Road, Watson also created a special drink called the Side Trip, a play on a classic cognac cocktail the Side Car. He used Hennessy VS and paired it with white chocolate, hibiscus syrup, calamansi, and foamed egg white, served with sprayed-on Angostura and Peychauds graffiti.
Live art by street artist Egg Fiasco, dubbed as Manila’s Nasty Egg, was also featured during the night. Known for his neo-graffiti types of murals that converge urban art with pop culture, folk arts, comic graphics, toys and tattoo culture, he unveiled his finished mural of retro futuristic images and ambiguous characters.
Hosted by Radio DJ Joyce Pring, the evening later took off with performances by rapper Curtismith, CRWN, BP Valenzuela, Kidthrones and The Diegos.
Leading the way in experiencing urban Manila, the Hennessy King of the Road will take over urban hotspots throughout the metro.
Follow the trail of the King of the Road by checking out Hennessy Philippines’ social media pages. Facebook page at facebook.com/HennessyPhilippines and follow them on twitter and Instagram @HennessyPH.