I wanted to write a reported piece on hennessy because I was curious about how a French cognac rose to such prominence in the Black community. Hennessy is universally loved (and hated) but it's everywhere; kickbacks, bars, Hennypalozza, family reunions, etc.

I associated Hennessy with my uncles. When I found out it was gifted to Black soldiers in World War II, I knew that I had found a valid entry point that was strengthened by an earlier connection with the migration of Josephine Baker and the Harlem Renaissance to France in 20s

In the American liquor and spirits industry, whisky - the nation's most popular drink - incorporated Confederate imagery and slogans to attract white consumers, even though the liquor is developed by the West African practices of charcoal filtration. Thank you Nearest Green.

Based on these historical and cultural factors, Black consumers were thirsty for a liquor that affirmed and valued them. Hennessy satisfied that thirst through the hiring of Olympian Herb Douglas as vice president of urban marketing.

"In an era where Black communities were dehumanized in popular media, Hennessy provided needed representation, and built an authentic relationship with Black consumers eager to be seen through an authentic viewpoint.

You can't talk about Hennessy in hip-hop without Nas. It wouldn't be a good rivalry if you didn't bring up Jay Z and D"USSE, his French Cognac brand.

When Jay Z started the boycott against Cristal for their racist comments, an opening emerged for hip-hop's liquor. Despite Hennessy's popularity, champagne was the preferred drink of hustlers and gangsters because of its "elegance."

Yet, what happens when the genre's biggest titans embrace French Cognac as a signifier of wealth and indulgence.

“Hip-hop affirms Hennessy, but because Hennessy is beloved in these communities, by affirming Hennessy, you’re doing something in your music that your listeners are going to find of value,’’ Wherry says.

I would argue that the same could be said about D'USSE

The Black community has ingested Hennessy, the French Cognac, into the culture. It's inescapable, because for generations, the brand has infiltrated every aspect of our lives. Black consumers are its most loyal customers. But how are they going to show up for Black lives?