Moët Hennessy Travel Retail has launched Hennessy’s 2026 Mid-Autumn Festival campaign across selected Asia Pacific travel retail locations.
The campaign is running from 1 September to 30 November in Singapore, Hainan, Macau, Hong Kong, Taipei, Japan, South Korea, Malaysia and Thailand.
The Mid-Autumn Festival is a traditional celebration marked by gatherings, mooncakes and moon-gazing across many Asian communities.
The ‘Experience a New Kind of Ceremony’ campaign explores the shared traditions of Cognac and tea through contemporary serving rituals.
It is centred on the Hennessy V.S.O.P and Hennessy X.O Mid-Autumn Festival 2026 Limited Editions, which launched on 31 August.
The activation spaces feature moon-, tea leaf- and lantern-inspired décor and market-specific tasting experiences to bring the spirit of the mid-Autumn festival to life.
At Singapore Changi Airport, a three-week out-of-home media campaign promoted the two limited editions. At Lotte Duty Free, travellers can sample Hennessy V.S.O.P Oolong Ice Tea alongside Hennessy X.O mixed with Pu’er Ice Tea.
The V.S.O.P Oolong Ice Tea combines the Cognac with Tieguanyin tea, lemon and bitters. It is housed in bright, seasonal packaging.
The Hennessy X.O edition is inspired by fine tea culture. It pairs the Cognac with a large Pu’er tea ice cube in a new serving ritual. The packaging features deep amber tones and silver detailing.
The same tea-inspired serves are offered on tap in Duty Zero by cdf at Hong Kong International Airport. At Hong Kong West Kowloon MTR station (Avolta), travellers can enjoy neat tastings of the expressions alongside chocolate pairings.
In Macau, House of Hennessy at DFS Macau, Shoppes at Four Seasons (CDFG), are serving two exclusive cocktails: the Hennessy X.O-based Heritage of Macau and the Hennessy V.S.O.P-based Taipa Stroll.
The Hainan programme spans House of Hennessy locations in GDF Plaza at Haikou Mova Mall and at cdf Sanya International Duty Free Shopping Complex in Haitang Bay.
Experiences include a new bar programme, a Hennessy X.O and Pu’er Ice Tea signature cocktail, and a mooncake pairing ritual. The ritual brings together Cognac, tea and the traditional festive delicacy.
In Taiwan, two specially created crystal cocktails — Hennessy X.O Xpresso Martini and Hennessy V.S.O.P Henny Tea — are being served at Hennessy Corner with Tasa Meng and at the Hennessy shop-in-shop at Taipei Taoyuan International Airport in partnership with EVERRICH Duty Free.
The EVERRICH location also serves cocktails on tap. These include the new Hennessy V.S.O.P Margarita and the Taiwan-exclusive Hennessy V.S.O.P Jasmine serve. In early September, refreshed point-of-sale displays were launched to support the campaign.
Kansai International Airport (KIX Duty Free) offers a dedicated neat tasting, while the brand launched a dynamic OOH media campaign at Incheon International Terminal 2 alongside refreshed displays across the airport.
Continuing his role as Hennessy’s Global Ambassador, Jackson Wang returns as the face of this year’s Mid-Autumn Festival collection. According to Hennessy, Wang brings a contemporary perspective to the campaign, encouraging his fans to embrace new rituals of celebration while honouring tradition. ✈
