BACK IN BLACK
Event,In The Spirit,The Dish
Last night, luxury spirits brand Hennessy launched it’s newest cognac, Black, in the AZ market at the Midnight Room in the Mondrian. We went less for the cognac and more to check out the space. We’d been hearing about a redesign and rebranding of the old Sky Bar (that dark room kindasorta behind Asia de Cuba), but apparently all that noise was just that–noise. Place looks and flows exactly the same.
But it turns out we were wrong to dismiss the mixable cognac – the stuff’s delicious. However, the crowd, kindasorta couldn’t stop hilariously chattering about the multiple levels of irony taking place last night: a new product by a brand adored by the African-American community calling it like it is: Black. In a black room no less. Although we felt like the token white folk in the stylishly dressed crowd of Hennessy-lovers, no one in the room could deny that the spirit mixes perfectly with almost anything – from Moet Champagne to virtually any type of cola.
As we said back in April when we announced this launch —The Dark Night, Black’s mixability is “a smart move on Hennessy’s part. As the economy continues to tank, people will increasingly look for more affordable versions of luxury brands. This will surely prove to be one of them.”
God, we’re good. You know what, so is Hennessy.
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