American Marketer


Hennessy uses personalized engravings to promote holiday gifting

December 15, 2014

Hennessy Cognac Hennessy Cognac


LVMH-owned cognac maker Hennessy is encouraging gifting of its bottles with personalized options this holiday season.

An email was sent to consumers suggesting the cognac as a gift with the option of adding a personal, engraved message to the bottle. By adding a unique element to its bottles, Hennessy will likely intrigue consumers this holiday season.


In the email sent to consumers, readers are reminded about giving Hennessy with “gifts of rare distinction with personalized engraving” written beneath. Several bottles of the spirit are shown with different engravings.


Hennessy gifting

The Hennessy Web site does not have ecommerce, but the brand uses the Web site, Reserve Bar for online purchases. On this site the consumer is given three lines for engraving and suggestions as well.

Monogramming services add a bespoke measure to a product. Other brands have offered similar options.

For instance, high-end smartphone manufacturer Vertu capitalized on the amount of online purchases made on Cyber Monday by promoting its monogramming service.

Although luxury labels do not participate in Black Friday and Cyber Monday to the same capacity that mass brands do, there is still potential to capture the attention of consumers while they browse for the holidays. Indeed, Vertu was not discounting its smartphones for the shopping day, but it may see an uptick in interest by pushing custom offerings (see story).