Hennessy to debut float at Notting Hill Carnival 2025

The Cognac giant will step up its involvement at this year’s Notting Hill Carnival with a new float, limited-edition bottle, and expanded support for local retailers. 

Hennessy is set to expand its presence at Notting Hill Carnival 2025 with a new float and wider activity across the capital’s retail scene. The activation builds on the brand’s long-standing relationship with Caribbean culture and Carnival traditions around the world.

For the first time, Hennessy will host its own Carnival float over the August Bank Holiday weekend (24 – 25 August), offering an immersive experience with music, dance and a bespoke serve – the “Coco Cocktail”, made with Hennessy V.S, lime juice and coconut water.

The brand is also partnering with one of this year’s Mas bands, following on from its 2024 collaboration with Rampage Sound system.

Retail activation and limited-edition bottle

In the run-up to Carnival, Hennessy has launched activations across Cash & Carry outlets in London, including eye-catching displays and exclusive merchandise such as Carnival-themed flasks, fans and whistles. The campaign is designed to strengthen visibility in the trade and support local retailers.

Hennessy is also expanding its corner shop support programme with themed point-of-sale materials and displays. These efforts aim to highlight the importance of independent retail in Carnival celebrations, reinforcing the brand’s positioning as “Spirit of Carnival”.

To mark the occasion, the brand has re-released its limited-edition Carnival bottle of Hennessy V.S. The updated design swaps the label’s traditional gold scrollwork for a bold feather motif inspired by Carnival colours and energy. It is now available in UK convenience retailers at RRP £37.50 for 70cl and £11.75 for a new 20cl format.

“Hennessy’s roots run deep in the Caribbean,” said Lizzie Bailey, Hennessy UK marketing manager. “Our cognacs have been appreciated amongst the Caribbean community since the early 19th century, and we are proud to honour that connection here in London.”

As highlighted in db last August, Notting Hill Carnival offers a vital boost for drinks brands, with Caribbean-inspired rum labels like Duppy Share activating for seven years and using the event to drive brand visibility and sample engagement across the high‑footfall weekend. Emphasising how Carnival provides a key platform for emerging and heritage drinks brands alike — a clear precedent that underpins Hennessy’s decision to elevate its role this year.

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