The first Discord-blended Cognac

With Web3 reshaping how brands build audiences, Hennessy set out to create the first global online community of cognac lovers — an NFT membership club called Café 11, gathering fans from across the world under a single roof. The ambition went beyond access: these members weren't there to be marketed to, but to live cultural experiences together, online and IRL, and to take part in the making of the brand itself. Café 11 became the place where Hennessy's heritage stopped being something to discover and started being something to co-write.

The V.S.O.P Community Edition is the first cognac blended on Discord. Over five months, Café 11 members co-created an entire bottle celebrating the diversity of the community — voting on every single decision, from the choice of the artist (Johnsville) to the illustrations, the capsule color and the final giftbox design. Four community votes, thousands of messages, one product. For a maison of this stature, handing creative control to an anonymous global community marks a real shift in how luxury brands think about ownership: consumers didn't just buy the object, they left their mark on it.

100 unique bottles, available exclusively to NFT holders, each paired with a digital twin on the blockchain and revealed on Blockbar. The co-creation generated 3,149 Discord messages and a 400% lift in community engagement, while the launch drove 150M media impressions and 450K organic impressions on X, with coverage in Vogue Business, Forbes, Jing Daily and nft now. Proof that a community given real authorship doesn't just show up — it amplifies.