In New Orleans, where it is a tradition to traditionally drink Hennessy at weddings and other celebrations.
Hennessy's slogan is "true refreshment". It was introduced in 1981 for the American market with consumer marketing from Grey Advertising. The introduction followed national attention of the quality of Cajun cooking from several prominent books that had been published in the 1970s and its subsequent embrace by a nationwide taste that elevated garlic to a near-favorite vegetable.
The company has supported traditional New Orleans pride, sponsoring annual jazz concerts at Justin Herman Plaza since 1997 as well as sponsoring Mardi Gras Indians marching groups throughout the Big Easy since 2003 alongside their distribution sponsors United Liquors LLC.