It’s official. Maluma – musical superstar and visionary artist whose mastery transcends genres and cultures – and Hennessy, the world’s best-selling Cognac and much-loved muse of musicians everywhere continue for the third consecutive year the expansion of their partnership.

This fall, Maluma embarks on a nationwide tour, inviting fans to share in his “Papi Juancho” journey – one that began alone in his studio in Medellín and is now uniting people across cultural and musical boundaries.

In time to celebrate Hispanic Heritage Month, we at HOMBRE were given VIP access and had the  opportunity to delight in an extraordinary experience.

Maluma with Jasmin Allen, Hennessy’s Senior VP at the brand’s tour pre-party in Madison Square Garden, NYC

As guests of Hennessy, the evening naturally began with a pre-party filled with Hennessy V.S.O.P cocktails and delicious bites, followed by floor seats, fifth row center where we sang and danced to hit after Maluma hit, along with a sold out Madison Square Garden audience of 18,000 enthralled fans.

Hennessy V.S.O.P is the tour’s presenting sponsor,  inviting fans to celebrate the vibrant rhythm and flavor of Maluma’s music at the brand’s immersive fan experience in top markets including Los Angeles, Las Vegas, Chicago, New York, and Miami.

As the presenting sponsor of the highly-anticipated “Papi Juancho” U.S.A. Tour, Hennessy V.S.O.P is bringing Maluma fans together to experience the vibrant rhythm and “Never stop. Never settle” spirit of this powerhouse performer.

The origins of “Papi Juancho,” the titular name of his fifth studio album and his bold on-stage alter ego, began last year while most of the world was on pause, debuting at number 34 on the US Billboard 200 and number 2 on the Top Latin Albums.

During this time, Maluma immersed himself into his music, creating an album that would inspire millions to “Never stop. Never settle.” no matter the circumstances.

Global superstar Maluma raises a Hennessy V.S.O.P toast to more than 18,000 during his third sold out concert at Madison Square Garden in New York City on Friday, October 1, 2021.