Hennessy Launches €30K Decanters, Neighborhood Pop-Ups for CNY
Hennessy targets UHNW collectors with €30K Baccarat decanters while activating heritage neighborhoods via Bee Cheng Hiang pop-ups—a dual-tier CNY strategy.
Hennessy has launched a three-pronged Chinese New Year activation across Singapore, combining €30,000 (~US$31,500) limited-edition decanters for ultra-high-net-worth buyers with neighborhood pop-ups at heritage bakkwa brand Bee Cheng Hiang locations. The campaign, running through early March 2026, targets both luxury collectors and mass-market consumers during the Year of the Horse festivities.
Premium and Mass-Market Offerings Span Four Price Points
The French cognac house released four distinct Year of the Horse editions for Singapore's 2026 Lunar New Year market. The lineup includes V.S.O.P bottles featuring red and gold horse motifs, X.O editions in dark red packaging designed by artist Xu Zhen, and Paradis bottles with copper accents.
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At the ultra-premium end, Hennessy produced 50 numbered Baccarat crystal Horse Edition decanters priced at €30,000 (~US$31,500) each, distributed through specialist retailers. The release completes a 12-year zodiac series targeting high-net-worth collectors in Singapore's $3.1 billion luxury goods market.
"Chinese New Year is a deeply meaningful time for Singaporeans, a moment centered on reunion, hospitality and shared rituals," said Laura Drozdowski Lot, Marketing Director at Moët Hennessy Southeast Asia. "Through our 2026 Chinese New Year collection, the Reunion Kit and our partnership with Bee Cheng Hiang, we wanted to create experiences rooted in the way people celebrate today, bringing together tradition, craftsmanship, and connection."
Heritage Neighborhood Activations Target Local Consumers
Hennessy partnered with Bee Cheng Hiang, a Singapore bakkwa brand, for pop-up experiences in Chinatown's Pagoda Street, Serangoon, and FairPrice Finest Clarke Quay. The activations, running from January 23 to February 8, 2026, offer cognac and bakkwa pairings aimed at contemporary reunion gatherings.
The collaboration positions Hennessy in heritage neighborhoods with significant Chinese-descended populations, extending beyond traditional luxury retail channels. Singapore's Chinese-descended residents represent 70.3% of the population, making neighborhood-level activations strategically important during peak gifting season.
A separate pop-up at Changi Airport Terminal 1 titled "Gallop Towards Bright Perspectives" runs until March 5, 2026, offering guided tastings and limited-edition bottle sales. The airport location targets international travelers passing through Changi, which handled 58.9 million passengers in 2023.
Digital Promotion Extends Campaign Timeline
Hennessy's Singapore Reunion Kit giveaway campaign runs from January 5 through February 28, 2026, extending promotional activity beyond traditional Chinese New Year dates. The digital promotion bridges online engagement with physical gifting, a strategy mirrored in the brand's Malaysia market, where a separate Golden Giveaway offers iPhone 17 Pro devices and X.O bottles as prizes through March 31.
The brand's 2026 design approach aligns with broader Singapore gifting trends emphasizing modern elegance with traditional cultural elements. Chinese New Year hampers in Singapore's 2026 market range from $66 at Prince's Flower Shop to $480-plus premium sets at Grand Copthorne, with Hennessy positioned alongside brands like Macallan in higher-tier offerings.
The simultaneous deployment of ultra-premium collector editions, airport retail activations, and neighborhood pop-ups reflects premium spirits brands' efforts to maintain aspirational positioning while capturing mass-market gifting demand during Asia's highest-spending festival period.
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