Moët Hennessy’s ‘Spirit of Travel’ campaign flies to new destinations with expanded travel retail campaign

Moët Hennessy Travel Retail has unveiled the 2026 edition of the travel retail-exclusive (TREX) Hennessy X.O Spirit of Travel campaign. This year’s edition marks an expansion of the platform across major airport and travel hubs in Asia, Europe and the Middle East.

The Hennessy X.O Spirit of Travel range, introduced in 2025, will roll out throughout 2026 across locations including Paris, Hong Kong, Macau, Taiwan, Hainan, Singapore, Seoul and Dubai.

Inspired by an ‘Odyssey of Travel’, the Hennessy X.O Spirit of Travel collection celebrates architecture, culture and artistic expression through destination-specific decanters. It combines destination-inspired limited editions, experiential activations and premium gifting concepts.

Each decanter reflects the identity of its respective market, paired with an embossed leather luggage tag designed around local themes. The supporting pop-up campaign brings this vision to life through immersive retail environments inspired by the Hennessy X.O silhouette, local motifs, colours and architectural references.

For the first time, the campaign also introduces a dedicated gifting ritual through destination-exclusive gift boxes, available on request.

The expanded animation began earlier this year with the launch of the Hennessy X.O Spirit of Travel Paris Edition at Paris Charles de Gaulle Airport Terminal 1’s Les Caves Particulières with Extime Duty Free. The campaign then extended to key travel retail destinations across Asia and the Middle East.

Each location features destination-exclusive decanters available only within that market, while supporting pop-ups incorporate sense of place elements.

At Singapore Changi Airport, in partnership with Lotte Duty Free, travellers can play a ‘Spin the Wheel’ game to receive branded gifts. Reach is further amplified by airport-wide media placements across departure halls. In addition, a Hennessy Sidecar cocktail experience at Raffles Hotel’s Writers Bar extends the campaign beyond the airport.

Hennessy Crystal Cocktails

A major addition to this year’s programme is the roll-out of Hennessy Crystal Cocktails, an experiential tasting concept that transforms classic Hennessy serves into edible crystallised creations. The activation is being introduced across Paris, Singapore, Hong Kong, Macau, Taipei and Hainan, with Seoul scheduled to follow.

The Crystal Cocktails are also available at Hong Kong West Kowloon MTR Station, the only non-airport location to host the experience.

Across participating locations, the campaign combines visual merchandising, storytelling and tasting experiences designed to encourage both category recruitment and premium conversion.

Several destinations also feature market-specific tasting concepts. In Paris Charles de Gaulle Airport (Extime Duty Free), Taiwan Taoyuan International Airport, Macau (where China Duty Free Group has acquired most of the former DFS operations) and Hong Kong West Kowloon MTR Station (Avolta), travellers can experience the Crystal Cocktails activation.

At the Macau and Hong Kong West Kowloon MTR Station locations, travellers can also enjoy Hennessy V.S.O.P tea and Hennessy X.O espresso-inspired serves.

In Hainan, the Spirit of Travel campaign is running across multiple high-profile locations. These include the House of Hennessy at the cdf Sanya International Duty Free Shopping Complex, in partnership with China Duty Free Group (CDFG), where visitors can sample Crystal Cocktails alongside the exclusive Hennessy X.O Charm of Haitang Bay cocktail.

Additional activations feature at the Wangfujing International Duty-Free Harbour City (New Harbour Mall) Hennessy boutique with Wangfujing Duty Free, and the cdf Haikou Mova Mall (CDFG) Level 3 House of Hennessy, which both offer Crystal Cocktails.

At Hong Kong International Airport (HKIA), Moët Hennessy Travel Retail has partnered with acclaimed cocktail bar The Quinary, listed among the top 50 bars in Asia, and its Founder and mixologist Anthony Lai. This marks the airport’s first collaboration with the venue.

The activation features exclusive Hennessy V.S.O.P cocktails served via a made-to-order cocktail-on-tap system, including V.S.O.P Mojito and V.S.O.P Earl Grey creations. According to the partners, the offer brings a distinctive expression of Hong Kong’s cocktail culture to travellers at HKIA.

Travellers receive cocktail recipe cards encouraging them to recreate the serves and visit The Quinary during future trips to Hong Kong, extending the experience beyond the airport environment.

Moët Hennessy is also running the Spirit of Travel pop-up inside the Duty Zero by cdf store in partnership with CDFG.

Reimagining the Hennessy heritage for travel retail

Each decanter in The Spirit of Travel range is presented in a fully recyclable ‘second skin’ protective case manufactured from 100% paper pulp.

Created by Maurice Hennessy in 1870, Hennessy X.O is regarded as one of the world’s first ‘extra old’ Cognacs. Through the Spirit of Travel platform, the Maison continues to reinterpret this heritage while using travel retail as a showcase for destination-exclusive storytelling and experiential engagement.

The 2026 programme will continue to expand throughout the year, with additional activations planned in Seoul, Dubai and Cognac. According to the brand owner, Hennessy X.O Spirit of Travel continues to serve as a strategic platform for premiumisation within the channel. ✈