Hennessy inaugurates its Café 11 club.

After a first Web3 project at the beginning of the year, the cognac house unveiled an NFT initiative associated with physical experiences.

A storytelling around the coffees of the XX^e century.

A few weeks after revealing a bottle signed by the men’s fashion house Berluti, Hennessy is once again entering the NFT market. The cognac brand has joined forces with the decentralized autonomous organization Friends With Benefits – FWB -, an organization that brings together Web3 players internationally. Together, the two entities founded the Club Cafe 11 inspired by the legendary brasseries of Paris in the 1920s.

First strategic step of the project: establish and build a community. Thus, 1,765 NFTs were created in reference to the founding year of Hennessy. These were designed as a colorful work of art imagined by artist and FWB member John P. Dessereau. Digital coins are accessible on the OpenSea marketplace and available at various prices through the Ethereum digital currency.

Second part of the program: couple a Web3 collection to a physical experience. An ambition carried by a good number of luxury brands, like Rémy Martin, making it possible to reach a public adept at digital and a broader target, more attracted by initiatives in real life. With this in mind, Hennessy will offer several activations to Club 11 members, including cognac tastings, musical performances, culinary operations and cultural and technological exchanges. The first event will thus take place during Art Basel in Miami next December, where the trained community will be able to enjoy various activities.

The house led by LVMH thus intends to strengthen its presence in Web3 after presenting its first NFTs project in January. As with the Café 11 club, Hennessy’s operation offered a physical version of a bottle of cognac and exclusive access to the brand’s estate. While more than one in two luxury players are preparing to launch an NFT project before 2025 according to a study by Bain & Company, digital parts continue to be at the heart of companies’ digital roadmaps. Of the ultra-popular digital activations guarantees of capture of a young connected community and vectors of both technological and creative innovations.