This document discusses Hennessy's strategy to market to Hispanic millennials in the United States. It analyzes the competitive landscape for liquor, beer, and wine with Hispanic consumers. Hennessy's target segment is identified as Hispanic millennials aged 21-36 who are bilingual, bicultural, and open to new experiences. The positioning focuses on Hennessy being consumed neat or on the rocks without mixing. A bilingual marketing campaign called "Best of Both Worlds" will promote Hennessy as representing sophistication and Hispanic culture. The effectiveness will be evaluated based on website engagement metrics and social media mentions over time.