Hennessy’s LeBron James bottle collab is the booze brand’s latest culture move

The cognac brand is 259 years old, and still relevant.

When LeBron James picks up the bottle of Hennessy, you’re not quite sure what he’s going to do with it—until he pops it on his index finger and starts spinning it like a basketball. The fact that this simple Instagram reel quickly hit 20 million views tells you how significant a collaboration between these two mega-brands this is.