LeBron James’ upcoming collaboration with Hennessy places him in the growing ranks of Black celebrities who have successfully ventured into the spirits industry. Following the paths of icons like Jay-Z and Beyoncé, James’ Hennessy Limited Edition is not just about creating a signature cognac blend, but also about reinforcing the legacy of African American influence on luxury and lifestyle.
Black celebrities and Liquor: A growing legacy
James’ partnership with Hennessy — set to launch on Sept. 30 — highlights the evolving role of Black celebrities in the liquor business. Much like Jay-Z, who made waves with his acquisition of Armand de Brignac champagne — widely known as Ace of Spades — James’ collaboration with the renowned cognac brand signals a cultural statement. These ventures are not just about business; they represent a shift in Black ownership and influence within industries that were historically difficult to penetrate.
Beyoncé, too, has made her mark in the liquor world with the introduction of SirDavis, her new whiskey label. According to CNN, the liquor is named after her paternal great-grandfather, Davis Hogue. The brand pays homage to her family’s heritage and is already generating buzz in the market. Like her peers, Beyoncé’s foray into the spirits industry extends beyond simple brand creation — it’s about building a lasting cultural legacy and showcasing the intersection of Black excellence, entrepreneurship and lifestyle.
The Hennessy and James collaboration
James’ partnership with Hennessy builds on this tradition. The Hennessy Limited Edition by LeBron James brings a fresh twist to the classic Hennessy Margarita, incorporating James’ personal touch by adding orange juice to the blend. This innovation mirrors LeBron’s approach on the basketball court — combining tradition with something uniquely his own.
Hennessy has long been associated with celebration in the Black community, and LeBron’s involvement strengthens this connection.
“Hennessy has been part of many James family occasions as well some milestone moments in basketball,” James said in a Sept. 26 interview with Rolling Stone.
His partnership with the iconic cognac brand goes beyond a simple endorsement, reflecting deeper cultural ties that resonate with many.
Cultural significance of celebrity liquor brands
As with Jay-Z’s Ace of Spades, Diddy’s Ciroc (until 2024, per BBC) and Beyoncé’s Sir Davis, LeBron’s partnership with Hennessy illustrates how Black celebrities are carving out new spaces in the premium beverage market. These collaborations and brand ventures represent more than business deals — they are cultural milestones.
“LeBron is not just a basketball star, but someone who redefines boundaries in sport, style, culture and beyond,” Antoine Varlet, Senior Vice President of Hennessy U.S., said in a statement, according to Essence. This collaboration is emblematic of how African American icons are redefining industries and creating legacies that transcend their primary careers.
Bridging sports, culture and spirits
James — already a transformative figure in sports and entertainment — continues to expand his cultural influence through this partnership. The Hennessy Limited Edition cognac will be available in the U.S. and select international markets, connecting not just with cognac enthusiasts, but with a broader audience of James fans who view his success as a reflection of shared cultural pride.
By aligning themselves with luxury brands or creating their own, figures like James, Jay-Z and Beyoncé are reclaiming ownership of a narrative that celebrates Black excellence, culture and influence in the world of high-end spirits.
