A closer look into Hennessy’s influence and leadership of the cognac movement in Nigeria.
Among sweaty bodies in a club anywhere in Lagos, after a long day or during the weekend, people gather religiously to unwind- here you will find bottles of Hennessy centered on tables. From VS, to VSOP, XO, and Hennessy PARADIS (for the real big spenders). Across various nightclubs and nightlife events in Nigeria, Hennessy cognac is a statement. It has grown to become one of the prominent spirits that fuel the nightlife scene. A bottle of Hennessy symbolises attainable luxury.
So, how exactly did the brand become the go-to cognac brand? To get to the answer, one must first understand the evolution of the Hennessy brand.
Hennessy has a long history in Nigeria dating back to the pre-Independence period. Historically, cognac culture started with the Colonial and Post-Independence period, when there was a high demand for luxury goods in urban areas. Hennessy was part of this boom in luxury, with its first appearance on the market tracing back to 1921, making it the earliest and oldest cognac brand in Nigeria. Many years later, it became very popular with the upper class, growing to become the leading spirit brand in the country and putting Nigeria on the map as its 2nd biggest African market. By 2001, the brand established an office in Lagos, Nigeria, a move that was aimed at gaining a better understanding of the Nigerian market, indicating the commitment of Moet Hennessy to its investment in Nigeria. Cognac was positioned as an aspirational drink, and soon this appeal trickled down to a broader and growing middle-class market. The brand tapped into popular culture by embedding itself into the Nigerian music scene, with an initial focus on hip-hop in particular and the wider creative ecosytem, including arts, sports, and even fashion. In fact, Hennessy set the standard and provided the blueprint for cultural integration which most other brands now follow.
One of the brand’s many endeavours includes launching the global campaign – “Never Stop, Never Settle” across the world as a way of uplifting black entrepreneurs, and in Nigeria, it’s 2nd biggest African market, the tagline resonated deeply with the country’s never-ending hustling spirit.
Hennessy has embedded itself deeply in Nigeria’s pop culture, earning significant mentions in songs and Nollywood films. Nicknamed “Henny,” the cognac has become a preferred drink across social classes, used to celebrate milestones, seal business deals, or mark personal achievements. In social circles, ordering Hennessy often signals status.
Today, Hennessy continues to be a leader in the Nigerian cognac market. A recent report by Tag Africa, an investment management firm, estimates the country’s nightlife industry generates about ₦1.49 trillion ($970.7 million) annually, with Hennessy ranked among the most sought-after spirits in Lagos nightclubs. A bottle retails from #371,000 for Hennessy XO to #2,475,000 for Hennessy Paradis Imperial—underscoring its luxury status.
Through savvy marketing, strategic partnerships, and cultural alignment, Hennessy has become more than a drink—it represents a symbol of luxury and status that is recognizable not just in Nigeria, but around the world. An enduring fixture in Nigerian social life, the brand has become an inseparable part of the country’s cultural identity.