The Houston Livestock Show and Rodeo is thrilled to announce its inaugural partnership with Hennessy as the Official Cognac Partner and to introduce an immersive, world-class activation for the 2026 Rodeo season.
As part of its first Rodeo season, Hennessy will debut its Hennessy Roadhouse, reimagining the classic roadhouse experience. Attendees will be immersed in interactive elements that celebrate the intersection of music and community, all while bringing to life rodeo culture.
Within the Hennessy Roadhouse guests will enjoy:
- Live Music: Some of Houston’s top DJs to keep the energy high all Rodeo long
- Exclusive Hennessy Cocktails: Introducing the signature H-Town Henny Tea and The Strawberry Smash
- Photo Moments: Social-worthy vignettes throughout the Hennessy activation space where guests are able to connect and capture each special moment
- Games, Giveaways & more: Branded classic cowboy games with the chances to win prizes, along with personalization stations
“As one of the world’s leading entertainment events, we are proud to welcome Hennessy as our official cognac partner, adding to the world-class experience we offer our guests,” said Chris Boleman, president and CEO of the Houston Livestock Show and Rodeo. “We look forward to our collaboration and a successful inaugural partnership year.”
“We’re thrilled to embark on a new partnership with Houston Livestock Show and Rodeo. This globally recognized event, which seamlessly celebrates culture, heritage and community, builds upon Hennessy’s core values,” stated Antoine Varlet, Senior Vice President, Hennessy. “We’re honored to bring an unforgettable experience to Houston and its Rodeo fans this year.”
Hennessy is a proud supporter of the Houston Livestock Show and Rodeo, recognizing the event’s significant cultural impact and its status as the world’s largest livestock show and rodeo. This partnership underscores Hennessy’s commitment to excellence, community engagement, and culture-forward moments.
About the Houston Livestock Show and Rodeo
The Houston Livestock Show and Rodeo promotes agriculture by hosting an annual, family-friendly experience that educates and entertains the public, supports Texas youth, showcases Western heritage, and provides year-round educational support within the community. Since its beginning in 1932, the Rodeo has committed more than $660 million to the youth of Texas and education. The 2026 Rodeo is scheduled for March 2 – 22. The 2026 World’s Championship Bar-B-Que Contest, presented by Cotton Holdings, is scheduled for Feb. 26 – 28. For more information, visit rodeohouston.com, download the RODEOHOUSTON mobile app, powered by AXS, and follow @RODEOHOUSTON online via Facebook, X, Instagram and YouTube for all the latest news.
About Hennessy
The leader in Cognac, the Maison Hennessy has shone around the world with its exceptional know-how for more than 250 years. Built on founder Richard Hennessy’s spirit of conquest, the brand is present in more than 160 countries. Based in the heart of the Charente region, Hennessy is also a steadfast pillar of the regional economy. The House’s success and longevity are rooted in the excellence of its cognacs, each of which is born of a unique process of transmission of know-how from generation to generation. The first spirits house to be certified ISO 14001, Hennessy unites its capacity for innovation and the support of all of its partners to protect this exceptional area. As a crown jewel of the LVMH Group, Hennessy is a major contributor to French international trade, with 99% of production sold in export, and a worldwide ambassador for the French art de vivre.