While the younger party-going generation certainly aren’t all sipping mature age whisky poured from a Lalique decanter, big name labels are finding new ways to reach out to their new clientele. There is no one-size-fits all strategy of course, but what’s for sure is that here in Malaysia, we’re just looking to have a good time (still, always drink responsibly.)  Two new recent product launches indicate that the party isn’t over — it’s just getting started:

Hennessy: The launch of Hennessy V.S. Cognac blends cocktails and creative acts

Hennessy Very Special, the world’s most popular cognac was introduced in Malaysia on 17th August. At a launch party at Mantra Bar KL, attendees were some of the first to taste the cognac, which is young-aged in new French oak barrels according to Hennessy standards. Hennessy Very Special is described as having an “intense and fruity character with pleasant oaky notes” on the nose. Drunk neat, its flavours evoke grilled almonds, followed by “fresh, lively notes of grapes.” During the launch, four types of fruity cocktails mixed with Hennessy V.S. was served, as a few local nightlife acts entertained the crowd. The lineup included electronic artist Shelheil Fong, hip hop collective founder Jin Hackman and singer/songwriter NYK.

Heineken: 4-day pop-up event at TREC Kuala Lumpur reveals “More Behind the Star”

Enjoying that perfect cold pint of beer on a tropical night may at times require a little deeper education of what goes into the brewing of a lager that’s been around since 1873. Heineken aimed to do just that for a younger audience so used to sugary cocktails, at a 4-day pop-up event on Electric Boulevard at TREC last week. Inside the pop-up, guests were treated to a multistage, “multisensory” experience, beginning with a “sensory” wall that introduces the 144-years old brewing process, using just 3 ingredients — malted barley, pure water and hops — to achieve that crisp and refreshing taste. Following that, guests followed the trail to discover: a 270-degree projection room for a 2-minute Heineken clip; how pour a pint from  a draft tap the right way; and a station to claim a personalised pint glass. Guests were encouraged to stop at a photo wall with bokeh lighting before concluding the experience.