LVMH-owned Hennessy Cognac has unveiled a limited edition VSOP bottling created in partnership with singer Maluma.The Colombian recording artist is the first musician to work with Hennessy to release a limited edition Cognac. The label design features neon blue, purple and pink hues. “For me, having the opportunity to be the first recording artist to design a limited edition Hennessy VSOP bottle is a representation of never stopping and never settling to represent our Latin culture globally with passion, dedication and honour,” commented Maluma. “Our beautiful diverse and blended Latin culture inspired the vibrant colours and tones of my design for the bottle. I wanted to represent the warm hospitality of our people and how we enjoy life through music, family values, and our culture’s history.” The new collaboration was developed to align with the brand's 'Never stop. Never settle' mantra, which was also a central theme in its recent More Is Made By The Many ad campaign. “Hennessy has a long history of championing and celebrating those who push the limits of potential, and Maluma's journey is the perfect personification of our brand ethos," said Jasmin Allen, senior vice-president, Hennessy US. “With this collaboration, we continue our legacy embracing Maluma's expansive perspective in this Hennessy VSOP limited edition – where quality meets unapologetic originality." Hennessy VSOP Limited Edition by Maluma is available for purchase for RRP US$64.99; a collectible version with a bottle glorifier is available on reservebar.com. Last month, the Cognac house revealed its first NFT – a digital asset representing the first and last bottles of a limited edition expression priced at 70.47 Ethereum (US$226,450).