-By Kenneth Hein

Hennessy cognac, in its continuing effort to connect with its core consumer, extended its reach to local communities through its continued partnership with Habitat for Humanity.

Hennessy began its partnership with the organization in August  when the brand team participated in the Atlantic Avenue project in the Bronx, N.Y. A month later, it extended its involvement with Habitat for Humanity of Bergen County in New Jersey. Yesterday (Nov.6), it was back at it again in Norfolk County in Massachusetts.

The Hennessy Habitats team is made up of local brand team members, distributors and media partners. The 11-person team builds all elements of the family's home alongside the houses' future residents. The family whose home the project will become are required to commit 400 hours of "sweat equity" during the construction of their home.

"Hennessy works with hundreds of charitable organizations.  In addition to providing product and financial support, Hennessy's Habitat for Humanity enables us to get our brand representatives and partners out in the field to directly give back to the communities that give so much to us," said James Goll, consumer development manager for Hennessy. "This gives us the chance to work side-by-side with our distributors, agencies and media partners, providing a lifelong bonding experience that further develops our professional relationships. Building with Habitat allows us to immediately see our contributions and how they help transform neighborhoods and families.”

Hennessy plans to take the program nationally with builds in the works for Miami, Los Angeles and other cities.