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A Holiday promotion that would break the mold of the common holiday “gift with purchase” program while enhancing Hennessy’s safety and moderation message of “Drinking Responsibly.”  


An alliance with GroundLink, the world’s leading black car limo service with operations in the top 100 US DMAs. This partnership, communicated on bottle collars, LCD displays and Hennessy’s social network, offered every Hennessy Black Label customer a FREE RIDE HOME during the Holidays (up to a $40 value). The benefit to Hennessy was increased sales, incremental liquor store merchandising and powerful PR from the inherent safety message for the Holidays. GroundLink was able to receive valuable marketing and advertising exposure, trials and new customer acquisition opportunities.