Sales up 3%
Hennessy is the No. 1 cognac, having shipped an estimated 3.7 million cases in 2005, up about 3% from the year-earlier period, according to trade journal Impact. The brand could thank Snoop Dogg for his part in the drink's popularity. The star has rapped about Hennessy's VSOP cognac, and Hennessy arranged to stock the backstage area during his tour with rockers Linkin Park and Korn. Nods from the hip-hop world have helped cognac move from a geriatric cocktail into a luxury item coveted by young adults.
In 2005, LVMH spent $4.5 million on U.S. advertising for the brand, according to TNS Media Intelligence. Hennessy and Berlin Cameron, part of the Voluntarily United Group of Agencies, did not return calls immediately.
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Jeremy Mullman contributed to this report.