Moët Hennessy Travel Retail is bringing Hennessy’s 2026 Mid-Autumn Festival campaign to travellers across Asia Pacific through a programme of immersive airport activations spotlighting the Maison’s limited-edition Hennessy V.S.O.P and Hennessy X.O expressions, created in collaboration with Global Ambassador Jackson Wang.

Rolling out from September to November across key travel retail destinations, the campaign invites travellers to ‘Experience a New Kind of Ceremony’ through elevated retail experiences inspired by the meeting of cognac craftsmanship and tea culture.

Launching across selected travel retail locations in Singapore, Hainan, Macau, Hong Kong, Taipei, Japan, Korea, Malaysia and Thailand, the programme transforms airport retail into a destination for seasonal  discovery and celebration. Dedicated Mid-Autumn Festival spaces immerse travellers in Hennessy’s creative universe through décor inspired by the moon, tea leaves and lanterns. Tasting rituals and signature serves encourage consumers to discover new ways of enjoying Hennessy during one of Asia’s most celebrated festive seasons.

Across the region, the campaign will come to life through a series of market-specific experiences, with tea-inspired serves forming a key part of the consumer journey in several locations. With tea and cognac sharing a legacy of craft, ritual and togetherness, the specially created serves introduce contemporary drinking rituals that connect generations and lifestyles while paying tribute to the cultural significance of Mid-Autumn Festival.

In Singapore, an eye-catching three-week OOH  campaign at Changi Airport promoted the limited editions. Travellers at Changi will be invited to discover two signature tea-led serves: the Hennessy V.S.O.P Oolong Ice Tea, combining Hennessy V.S.O.P with Tieguanyin tea, lemon and bitters, and Hennessy X.O mixed with Pu’e r Ice Tea. The same tea-inspired serves are planned for Hong Kong International Airport, offered on tap to create an engaging and accessible tasting experience. At Hong Kong West Kowloon MTR station, a neat tasting and chocolate pairing is available at the departures activation space. In Macau, two exclusive cocktails – Heritage of Macau (Hennessy X.O base) and Taipa Stroll (Hennessy V.S.O.P base) – will be served at House of Hennessy DFS Macau, Shoppes at Four Seasons.

In Hainan, a rich in-store tasting experience is planned at Avolta Mova Mall Level 3 House of Hennessy and CDFG Haitang Bay House of Hennessy, complemented by a mooncake pairing ritual that brings together cognac, tea and one of the festival’s most recognisable culinary traditions. The tasting experience features a new bar programme launch and a Mid-Autumn Festival signature cocktail comprising a Hennessy X.O base mixed with Pu’e r Ice Tea.

In Taiwan, two specially created crystal cocktails – Hennessy X.O Xpresso Martini and Hennessy V.S.O.P Henny Tea – will be served at Hennessy Corner, in collaboration with Tasa Meng, and at the Hennessy shop-in-shop at Taoyuan Airport in partnership with EVER RICH. The Hennessy shop-in-shop will also offer cocktails on tap, including a new Hennessy V.S.O.P Margarita alongside the Taiwan-exclusive Hennessy V.S.O.P Jasmine serve.

A refreshed point-of-sale presentation will support the seasonal campaign in Taiwan from early September.

Meanwhile, the campaign will come to life in Japan’s Kansai Airport through a dedicated neat tasting as part of the campaign’s activation. In South Korea, significant out-of-home activity is planned at Incheon Airport Terminal 2 throughout the month of September in addition to refreshed point-of-sale displays across the airport.

Designed for the travel retail channel, the programme reflects Moët Hennessy Travel Retail’s continued focus on creating culturally relevant activations for international travellers, while strengthening engagement around one of Asia’s most significant gifting occasions.

At the heart of the programme is Hennessy’s global Mid-Autumn Festival campaign, ‘Experience a New Kind of Ceremony’, which explores the shared heritage of tea and cognac through contemporary rituals inspired by craftsmanship, connection and togetherness. Reimagining one of Asia’s most cherished festivals, the initiative offers fresh ways for consumers to gather and celebrate across generations.

Two limited editions inspired by tea and cognac

The Hennessy V.S.O.P Mid-Autumn Festival Limited Edition celebrates vibrant social occasions with contemporary tea-inspired serves, including the V.S.O.P Oolong Ice Tea, which pairs Hennessy V.S.O.P with Tieguanyin tea, lemon and bitters to offer a fresh interpretation of the cognac. Its bold packaging echoes the energy and movement of the liquid, creating a striking seasonal presentation for gifting and
travel retail shelves.

Meanwhile, the Hennessy X.O Mid-Autumn Festival Limited Edition offers a more refined interpretation inspired by fine tea culture. The Maison introduces a ritual of serving Hennessy X.O over a large Pu’e r tea ice cube, bringing together cognac and fine tea in an elevated tasting ritual. Deep cognac amber tones accented with subtle silver details reflect both the richness of the liquid and the elegance of the serve.

A contemporary perspective on tradition

Continuing his role as Hennessy’s Global Ambassador, Jackson Wang returns as the face of this year’s Mid-Autumn Festival collection. Reflecting his strong connection to Asian culture and global influence, he brings a contemporary perspective to the campaign, encouraging consumers to embrace new rituals of taste and celebration while honouring tradition.

By combining immersive retail environments with thoughtfully curated tasting experiences, the programme reinforces travel retail as a platform for cultural storytelling and premium discovery. Whether exploring the limited-edition expressions, sampling tea-inspired serves or engaging with Jackson Wang’s creative collaboration, travellers are invited to experience Hennessy’s contemporary interpretation of
Mid-Autumn Festival throughout their airport journey.

The Hennessy V.S.O.P and Hennessy X.O Mid-Autumn Festival 2026 Limited Editions will be available across selected Asia Pacific travel retail locations from 31 August, with the activation programme rolling out from 1 September through 30 November.