Cognac maker Hennessy has debuted three new ready-to-drink cocktails: the Henny-Rita, Henny Berry and Henny Ice Tea.
Courtesy of Hennessy
Hennessy’s newest innovation is a little smaller and has a more delicate touch of booze, but the French cognac maker says it is ideally suited for brunch or a beach party, daytime activities that are trendier for Gen Z and millennial drinkers.
Debuting this week, the ready-to-serve Hennessy Very Special Cocktails are sold in 375 ml bottles, exactly half the standard bottle of cognac, in three flavors: the Henny-Rita, Henny Berry and the Henny Ice Tea. The Henny-Rita and Henny Berry are inspired by popular classic cocktails, the margarita and the mojito, respectively, while Henny Ice Tea aims to tap into a popular American flavor trend. All three will retail at a suggested price of $15.99.
Ready-to-serve, or RTS, and ready-to-drink canned cocktails have been a bright spot for a liquor industry that’s faced pressure from tariffs, high inflation, weak consumer confidence and a low-hire job market that’s particularly affected younger adults. And internationally, the cognac category has faced even more challenges than other liquor categories, with demand bruised by rising tariffs in the U.S. and China, both key export markets. In 2025, brandy and cognac sales volume dropped 6.5% from the prior year, according to the trade association the Distilled Spirits Council of the United States.
RTS dollar sales, however, grew 22% in the U.S. market for the 52-week period ending May 2, according to Nielsen research data shared by Hennessy. The category has added more than $1 billion in sales compared to a year ago over that same period.
To promote the new RTS cocktails, Hennessy is launching a new creative campaign called “It’s Henny Season.”
Courtesy of Hennessy
What’s driving the trend are 20-something and early 30-something consumers who want more portable alcoholic beverages that they can drink during daytime occasions. This cohort is spending less time at the club for late-night outings and more time socializing in the park, at daytime sporting events or on a hike.
“We’re bringing Hennessy to a format that allows it to be more mobile, lighter, fresher, more occasionality and expanding the base,” Chris Gabaldon, president and CEO of Moët Hennessy, tells me during a recent in-person interview.
To promote the new RTS cocktails, Hennessy is also launching a new creative campaign called “It’s Henny Season” across out-of-home, digital and social channels including Instagram, Facebook, TikTok and YouTube. The campaign features daytime drinking and Gen Z-aged stars: actor Michael Cimino, content creator Quenlin Blackwell and model Salem Mitchell.
Legal-drinking age 20-somethings and those in their early 30s are more interested in flavorful drinks, which is why the new RTS cocktails feature lime, blackberry and black tea with orange and lemon. “They want something lighter, brighter and fresher,” says Gabaldon. “They want a fun vibe.”
Balancing Flavor Innovation With 261 Years Of Heritage
Charles Delapalme, Hennessy’s president and CEO, tells me during an interview that the cognac maker first explored a potential entry into the RTS market roughly a year ago. He acknowledged that there was some hesitation expressed by Master Blender Renaud Fillioux de Gironde, who is the eighth in his family to steer the Maison over more than two centuries. The House of Hennessy was founded in 1765 and began shipping cognac to the U.S. in 1794, so any new innovation tends to be thoroughly considered.
“When I discussed the idea with our master blender about a year ago, he said, ‘Listen, I understand the idea, it makes sense, but I’m worried, because I have to do something that tastes like Hennessy, that I feel proud about and that my family feels proud about,’” recalls Delapalme.
WEST HOLLYWOOD, CALIFORNIA – JANUARY 30: Hennessy X.O bottles are displayed at the Epic Records and Hennessy 2026 Grammys Party at Sunset Tower Hotel on January 30, 2026 in West Hollywood, California. (Photo by Jon Kopaloff/Getty Images for Hennessy)
Getty Images for Hennessy
This led the brand to lean toward the RTS format, which is in a glass bottle and would allow the brand to retain a more premium price, versus the can format which tends to be less expensive. During the research and development process, Hennessy determined that an 18% ABV would be sufficient for the Henny-Rita and Henny Ice Tea, but it needed a more alcoholic 20% ABV for the Henny Berry to ensure the cognac flavor was still evident in the cocktail.
Delapalme says he expects that the new Henny—which is a nickname that consumers have given the brand—will be an entry point for some younger adults who haven’t yet tried cognac. From there, some may “graduate” to Hennessy V.S, or some of the Maison’s other expressions.
“It creates a more interesting journey,” says Delapalme. “In terms of how to experience Hennessy cognac and how to play with different flavors.”