Hennessy Bartender Basketball Tournament

Our challenge was to create an experience that differentially leveraged the new partnership between Hennessy and the NBA that would increase brand awareness and engagement amongst members of the trade and key influencers. Public Label designed Hennessy All-Stars Tournament, a private and invite-only event where key trade players and influencers competed in a charity style tournament. Premium basketball experiences, NBA themed cocktails, NBA player appearances and live music rounded out the event. Sales increased by 33% after the event.