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Keep Hope Alive: Hennessy Commits Epic PR Fail
I have a dream… that Hennessy’s PR firm never sent this release out
Hennessy V.S, a premium cognac made by Jas Hennessy & Co. in Cognac, France, has a strange notion of what Martin Luther King Jr. Day means to the American public. In a release they sent out to media today, Hennessy’s public relations firm, Pivotal, offered up a selection of recipes using their signature spirit. The subject line: “Mixed Drinks MLK Jr. Would Be Proud Of.”
The release introduces the recipes by suggesting that Martin Luther King Jr. Day, which will be commemorated this upcoming Monday, is a time to throw your hands up and party.
Monday is Martin Luther King Day, a day used to commemorate the work of the Civil Rights activist. In the middle of winter, beaches and BBQ parties are impractical for the majority of the country that are given the day off. Check out these delicious Hennessy V.S specialty mixed drinks that are perfect for any indoor gathering to celebrate Dr. King’s life.
Wow, it suddenly seems like the memorial services honoring the life of one of the world's foremost Civil Rights activists and peacemakers are just not festive enough. We have been doing MLK Jr. day all wrong! Thanks for clearing this up, Hennessy! The new best way to honor Martin Luther King Jr. is with a cup of "Introspective Moment," made from cigar-infused Hennessy, coffee, bitters, ginger beer, and a cherry.
Now I'm wondering if MLK Jr. is getting too much of the love here. What we need is a Mahatma Gandhi punch bowl. And for Easter, we could celebrate with Our Lord and Savior Jesus Christ's goblet of Gospel.
"Mixed Drinks MLK Jr. Would Be Proud Of" — Really, Hennessy? Really?!
We can only hope that Hennessy didn't approve this messaging and that this was simply a terrible PR messaging failure.
UPDATE [1/16] Hennessy responds: A representative from Hennessy responded to this post with the following message: "Hennessy deeply regrets the release of this unauthorized and inappropriate media communication. The tone and content of the communication are contrary to the core values of Hennessy. We are reviewing the incident to make sure that mistakes like this do not happen in the future."