Marketing
Recent innovations include trying to broaden the appeal of the drink beyond its traditional base of older drinkers, by introducing new products such as "Pure White," "Hennessy Black" and "Fine de Cognac" and marketing them accordingly.
In 2009, a limited edition bottle of Hennessy VS was released in honor of the inauguration of Barack Obama as 44th president of the United States of America. The bottle featured a black label with gold lettering. Also, the circle seal towards the base of the neck featured a large 44, the phrase "In Honor of the 44th President" and the date of President Obama's inauguration. A percentage of the proceeds made from the sales of the limited edition bottles will go towards the Thurgood Marshall College Fund.
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