Moët Hennessy Travel Retail welcomed the Year of the Fire Horse with a dynamic Lunar New Year pop-up campaign in Asia Pacific travel retail.
The Hennessy Fire Horse collection is centred on a sculptural horse motif. It is brought to life through large-scale installations, tasting rituals and locally tailored experiences designed to engage travellers during the peak festive travel period.
Across major Asia Pacific airports, travellers can discover striking Hennessy installations that showcase the Fire Horse motif through spatial design and retail theatre.
The activations offer tastings, gifting rituals, photo-led engagement and artistic storytelling elements. Select locations offer serves from the global Hennessy cocktail menu, including Hennessy V.S.O.P Ginger on tap and the Hennessy X.O Espresso Martini prepared on-site.
In addition, Hennessy has launched two travel retail-exclusive gifts with purchase: Hennessy red packets and a Horse Accessory offered with a four-glasses giftset.
The campaign pre-launched in Singapore Changi Airport Terminal 1 from 1-14 December 2025. This was followed by a wider roll-out across key travel retail locations, including Singapore Changi Airport Terminal 2 and Hong Kong, Taipei Taoyuan, Kansai, Narita, Kuala Lumpur and Incheon airports.
The campaign is also running in downtown duty-free locations in Hainan, Macau and Bangkok.
A striking showcase at Singapore Changi Airport
At Singapore Changi Airport Terminal 1, Hennessy is running its largest Lunar New Year activation in travel retail to date in partnership with Lotte Duty Free.
As reported, the multi-sensory space offers neat and on-ice tastings of Hennessy Cognacs, alongside cocktail serves on tap and the Hennessy X.O Espresso Martini. Food pairings inspired by local flavours, including Hae Bee Hiam cookies, complement the tasting experience.
An interactive reaction game offers visitors the opportunity to win a 5cl Hennessy X.O miniature and adds an element of gamification. Elsewhere, a central sculptural Horse installation provides a dedicated photo moment.
The animation was officially launched with an event on 22 January attended by executives and local media.
Hainan House of Hennessy gets a Fire Horse makeover
Travellers can enjoy a Fire Horse photo experience at the House of Hennessy boutique in the cdf Sanya International Duty Free Shopping Complex at Haitang Bay.
Visitors can take photos then choose customised frames to create personalised keepsakes of their visit.
Festive serves enhance the shopping experience. These include ‘Henny Tea’ (Hennessy V.S.O.P paired with oolong tea) alongside horse-shaped ice cream featuring Hennessy branding. The serves offer a playful interpretation of the campaign’s signature motif.
In Hong Kong and Macau, the Fire Horse theme is expressed through sensorial tastings pairing neat Hennessy serves with Horse-shaped dark chocolate and salted egg rolls.
A mixologist serves the Hennessy X.O Espresso Martini during weekends and peak hours at selected DFS Macau locations. These include T Galleria by DFS, Shoppes at Four Seasons and DFS Macau, City of Dreams.
A traditional tang yuan cart serving black sesame-filled dumplings infused with Hennessy V.S.O.P is available at select Macau locations. The cart adds a culturally resonant element to the campaign following themes of reunion and shared celebration.
At the Ever Rich Hennessy shop-in-shop at Taipei Taoyuan International Airport, travellers can enjoy Lunar New Year cocktails on tap. This marks the first permanent Hennessy travel retail boutique in Asia Pacific to introduce this format.
The Taiwan-exclusive V.S.O.P Jasmine and travel retail-exclusive V.S.O.P Ginger are available at the pop-up.
In addition, neat tastings of Hennessy V.S.O.P and Hennessy X.O are also on offer at the Ever Rich high-profile promotion, the Hennessy Corner in collaboration with Tasa Meng and at Hong Kong International Airport. These tastings are paired with local accompaniments, such as mullet roe, and walnut and date cake.
The Year of the Fire Horse collection
The 2026 collection comprises limited editions of Hennessy V.S.O.P, Hennessy X.O and Hennessy Paradis. The packaging design was inspired by Eastern concepts of perspective and momentum, values associated with the Chinese zodiac horse.
Each expression interprets the Fire Horse motif distinctively. The V.S.O.P features sweeping, dynamic lines, while the X.O expresses depth and harmony. The Paradis features a more ethereal and refined design.
The collection features enhanced gifting elements and comes in fully recyclable paper gift boxes, aligning the celebratory theme with a sustainability focus. ✈
