# Rapper-Created Cocktails Hennessy and A$AP Ferg Collaborated on a Campaign and a Cocktail By Laura McQuarrie | Published 2018-01-18 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/hennessy-and-aap-ferg References: [thespiritsbusiness](https://www.thespiritsbusiness.com/2018/01/hip-hop-star-aap-ferg-teams-up-with-hennessy/) [Hennessy](https://www.trendhunter.com/trends/champslyses-cocktail) and A$AP Ferg, a New York rap artist, joined forces for a new campaign that involved the creation of an exclusive track called 'Family,' cover artwork for the song a cocktail that is only available through Cocktail Courier. The exclusive cocktail created for the Hennessy x A$AP Ferg campaign has been dubbed 'The Uptown' and combines [Hennessy VSOP Privilège](https://www.trendhunter.com/trends/hennessy-and-florian-zumbrunn) with cassis, hibiscus, cinnamon, chipotle and lemon juice. To help consumers try their hand at making their own version of the cocktail from scratch, Cocktail Courier will deliver a [cocktail kit](https://www.trendhunter.com/trends/craig-nog) with all of the necessary ingredients to those of the legal drinking age in the United States for $78. As a special treat for fans, the first 100 people to place an order for a kit will also receive a limited-edition vinyl pressing of A$AP Ferg's Family track. ## Trend Insights (Trend Hunter) - Score: 1.5/10 - Popularity: 8% | Activity: 28% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive) ## Key Themes ### Why This Trend Is Growing - **Celebrity-created Cocktails:** Collaboration between beverage companies and popular celebrities leads to the creation of exclusive cocktails and marketing campaigns. - **At-home Cocktail Kits:** Delivery services provide consumers with cocktail kits that contain all necessary ingredients to make cocktails at home, providing a convenient and personalized experience. - **Limited-edition Collaborative Products:** Exclusive collaborations between artists, musicians, and brands that produce limited-edition products drive demand and create a sense of urgency to purchase before they are no longer available. ### Industries Being Reshaped - **Beverage Industry:** Beverage companies can partner with celebrities to create signature drinks that cater to specific target audiences and inspire new purchasing habits. - **E-commerce Industry:** E-commerce delivery services allow for the creation of personalized experiences by delivering products to consumers' doorsteps, creating new opportunities for businesses to reach their customers. - **Music Industry:** Musicians can collaborate with brands to promote their music while also promoting the products they have helped create, leading to new revenue streams for the musicians. ## Related on Trend Hunter - [Rapper-Collaborative Cocktails](https://www.trendhunter.com/trends/the-hardscatto.md) - [Hip-Hop-Celebrating Margarita Kits](https://www.trendhunter.com/trends/teezo-touchdown-and-unwrp.md) - [Rapper-Backed Whiskey Launches](https://www.trendhunter.com/trends/mercer-prince.md) - [Elevated 20s-Inspired Cocktails](https://www.trendhunter.com/trends/champslyses-cocktail.md) - [Celebrative Cognac-Infused Margaritas](https://www.trendhunter.com/trends/hennyrita-cocktail.md) - [Fruity Cognac Expansions](https://www.trendhunter.com/trends/henny-white.md) - [Cognac Music Partnerships](https://www.trendhunter.com/trends/ushers-north-american-tour.md) - [Rapper-Backed RTD Cocktails](https://www.trendhunter.com/trends/snoop-dogg-2.md) - [Perception-Redefining Brand Campaigns](https://www.trendhunter.com/trends/made-for-more-campaign.md)