Built to Last: How Hennessy Continues to influence and Shape culture in Nigeria
Some things may come and go, but others are made to last.
In a world that moves fast, where trends flicker like flashbulbs, and one viral moment can eclipse a legacy, there are only a few names that have stayed firmly in the picture. One of them is Hennessy. Not just as a drink of choice, but as a cultural cornerstone. For generations, Hennessy has meant something. Something aspirational. Something enduring. In Nigeria, that something is class, legacy, and cultural relevance—and in 2025, it’s clearer than ever: true greatness isn’t made for a night. It’s made for more.
Before we could even pronounce “cognac,” we knew what Hennessy meant. It was the bottle behind the velvet rope, perched on the “special tables,” poured only when the “big” uncles and aunties came out to play. The music knew it too. Olu Maintain’s iconic “Yahooze” anthem from 18 years ago included the now-historic line: “Hennessy for everybody eee.” It wasn’t just a drink; it was a declaration.
Fast-forward to today and Hennessy still lives in the lyrics. Bnxn and Ruger’s “Ilashe” made it clear that “Hennessy on the way” is still the ultimate signifier of celebration. In Adekunle Gold’s High, one of the most-played Nigerian songs of the last decade, he famously sang: “Hennessy 250, ko ma lo ni titi.” Translation? Hennessy isn’t just for the moment—it’s a permanent fixture.
From the streets of Surulere to luxury lounges in Ikoyi, one truth holds: when Hennessy is in the building, so is status.
But Hennessy hasn’t just sat pretty on the table. It’s danced in the club, performed on stage, dropped bars in cyphers, and now, painted courts and united communities. What makes the brand’s presence so unique is its deep cultural integration—one that isn’t surface-level or performative, but sincere and long-term.
Take Hennessy Artistry for instance—a platform that has, since 2009, amplified Nigeria’s rich musical soundscape. Everyone from Davido to Patoranking to Falz, MI to Olamide, has graced its stage. The annual Hennessy Artistry concerts are no longer just events, they’re milestones.
There’s also the VS Class, a rap battleground where underground talent meets industry heavyweight mentorship. You don’t get into the Nigerian rap scene without hearing about the Hennessy Cypher. Vector. Ladipoe. Blaqbonez. Legends. Gatekeepers. Collaborators. All powered by a cognac that understands that music is not just sound, it’s identity. All 2 million viewers of the 2024 Cypher—which is up on YouTube—will definitely agree.
In recent years, Hennessy has taken its cultural investment further—beyond the booth and into the basketball courts of Nigeria. As part of their global “In The Paint” initiative with the NBA, Hennessy is breathing life back into forgotten spaces and giving urban youth a canvas—both literally and metaphorically.
In Festac Town, they refurbished the Park 23 basketball court alongside renowned Nigerian graffiti artist Osa Seven—whose design blends tradition, identity, and raw street culture. This wasn’t just art for art’s sake. This was homecoming. This was legacy. As Osa Seven put it: “This is where I grew up. To come back here with Hennessy and give it new life? That’s everything.”
And it didn’t stop there. In 2023, they took on the Ikorodu Recreational Park, creating a state-of-the-art facility in collaboration with NBA Africa and LASPARK. In 2022, they built Africa’s first floating basketball court—yes, floating—beneath the Ikoyi Link Bridge.
Following two successful installations in Lagos, Hennessy brought this exciting experience to Port Harcourt on the 3rd of November 2024—tapping local artist Kingsley Archibong (Kaylion). These weren’t gimmicks. These were statements: We’re here. We’re investing. We care.
If you needed any more proof that Hennessy knows how to show up and show out, look no further than December 2024, when they partnered with UK-based collective Cultur FM for a three-day Lagos takeover. From a Surulere community engagement to a beach rave on Yolo Island, capped by an unforgettable finale at Landmark Center. The vibe was premium, the music was elite, and the energy was unmistakably Nigerian.
It wasn’t just a party—it was a celebration of community, creativity, and cultural connection. And at the centre of it all? Hennessy.
The Bottle That Became a Symbol
Hennessy in Nigeria isn’t just consumed—it’s displayed. It’s the bottle celebrities pose with in glossy photo shoots. It’s the drink clutched in music videos to signal affluence.
In Old Nollywood, it was shorthand for success. In one iconic scene, Mercy Johnson breaks up with a boyfriend who “can’t afford Hennessy at the club.” That line? Instant classic. That moment? Culturally stamped. Even off-camera, the symbolism runs deep. You’ve already said everything you need to. Loudly.
So why has Hennessy endured? Why is it still on the lips of every hitmaker and in the hands of every boss? Because Hennessy didn’t just ride the wave, it helped create it. It didn’t just show up when it was convenient, it’s been here—decade after decade, verse after verse, party after party. Whether it's in music, fashion, art, sport, or social impact, Hennessy’s presence has always been premium and purposeful.
This isn’t nostalgia. This is now. It’s why they tapped Damson Idris, the UK-Nigerian star of Snowfall, for a Lagos-wide billboard campaign—recognizing the power of global stardom rooted in Nigerian pride. They didn’t just want a face. They wanted our face.
In a time where everything feels fleeting and fast-paced, Hennessy remains a reminder that true greatness takes time. That legacy is built slowly, intentionally, and with cultural care. That relevance isn’t something you chase—it’s something you earn. And Hennessy has earned every lyric, every toast, every court, every concert. It’s more than just a cognac. It’s a mirror of Nigerian excellence.
Hennessy isn’t made for a moment. Just like Nigerians, It’s made for more, It’s made to last.
Written Ayo Lawal for Hennessy,
Posted by Idris Adeleye for Notjustok
