Hennessy is the world’s top selling cognac for a reason, and Jennifer Yu, Moet Hennessy’s Director of Communications (pictured above with Nas) is a big part of the brand’s winning strategy. As we have witnessed, the Hispanic market is a key ingredient for the brand’s success. In an exclusive interview, the beautiful, charming and powerful executive reveals Hennessy’s exciting future plans.

Hennessy Limited Edition Bottle Designed by Os Gemeos

HOMBRE: Why did you select Brazilian artists Os Gemeos for Hennessy’s new bottle label design?
Jennifer Yu: We’re happy to be working with them. They’ve done a collaboration with Louis Vuitton which is under our umbrella. This is also a nod to our Latin consumer. That’s a big market for us that is still kind of untapped.

Baseball Hall of Famer Orlando Cepeda poses with Roberto Clemente’s 1966 Gold Glove during a Hennessy V.S event to celebrate the history of Latinos in baseball.

H: Speaking about the Hispanic Market, Hennessy recently hosted a celebration for Latinos in Baseball which included a private viewing of a curated collection from the Roberto Clemente Museum, tell us about that.
JY: It’s a way for us to acknowledge that our Latin consumer has a love for the product. Our focus is starting to shift to really embrace that. We wanted to pay respect to a legend. Hennessy has been around for almost 250 years, so now it’s about honoring those that we feel have achieved greatness in their life as well. It sort of goes along the way of thinking of our campaign: Never Stop, Never Settle. To us Roberto Clemente is one of those people.

Hennessy Latino Brand Ambassador with Roberto Clemente’s bat

H: What can you tell us about the Brand Ambassadors?
JY: We have expanded to include a Latin Ambassador program. Before we had a Latin Collective DJ Program. We want to make sure that all of our consumers are attached to the brand so we have expanded. We understand that the Latin community is a growing population and it’s definitely something that we as a brand embrace. We want to expand and make sure we’re reaching everyone. Right now the program covers Miami, Los Angeles, New York, and Houston.

Jennifer Yu, Moet Hennessy’s Director of Communications wiith HOMBRE’s Francisco Romeo at a Hennessy tasting in Sao Paulo

H: What is going on with the Wild Rabbit campaign?
JY: Last year it was Manny Pacquiao, Erikah Badu and Martin Scorsece. This year we signed Nas, and we’ll continue with Pacquiao for this year.

Hennessy Cocktails

H: Will you add a new personality to the campaign next year?
JY: I can’t say who yet, but I think there will be a surprise going into what we call our ‘Wild Rabbit 3.0’ campaign for 2014. You will be the first to know.

A casual Jennifer Yu strolls through Sao Paulo’s Batman Alley during Hennessy’s Os Gemeos bottle design launch event