MadameNoire received a statement from an executive in Hennessy’s consumer marketing department in response to this story, originally published yesterday. It reads:
Hennessy deeply regrets the release of this unauthorized and inappropriate media communication. The tone and content of the communication are contrary to the core values of Hennessy. We are reviewing the incident to make sure that mistakes like this do not happen in the future.
Thoughts?
January 16,2014
So Hennessy has lost their mind and suggested that since it’s too frosty outside, we can’t have barbecues or beach parties, so we should celebrate Martin Luther King Jr. Day indoors — with some mixed drinks of their signature spirit.
Hennessy shamelessly proceeded to list a selection of recipes that “MLK Jr. Would Be Proud Of.” And as you can imagine, according to LA Magazine, invoking the name of the Rev. Dr. Martin Luther King Jr. to promote their booze wasn’t very well-received.
So Martin Luther King Jr. rallied up 250,000 people for The March on Washington, orated the I Have a Dream speech, and was assassinated in the name of civil rights, human dignity, and the betterment of mankind — and you’re telling us that the first thing MLK would be proud of is a damn cocktail? They tried it!
Here is the pitch, released by Pivotal — Hennessy’s PR firm — that ruffled our feathers:
“Monday is Martin Luther King Day, a day used to commemorate the work of the Civil Rights activist. In the middle of winter, beaches and BBQ parties are impractical for the majority of the country that are given the day off. Check out these delicious Hennessy V.S specialty mixed drinks that are perfect for any indoor gathering to celebrate Dr. King’s life.”
One of the mixed drinks suggested by Hennessy is the “Introspective Moment,” made with cigar-infused Hennessy, ginger beer, bitters, coffee, and a cherry.
If only Hennessy could take an “introspective moment” and taste their words before they spit it out to the public. We highly doubt Monday’s memorial services — commemorating King’s arduous fight for equal rights — will be partying it up with some “Henny” at hand.
If they wanted to talk alcohol and Dr. King, they should have at least attempted to be historically accurate. According to Seattle Times, orange juice and vodka was MLK’s preferred mixed drink.
