Jay-Z Chases That Liquor Money With New D’ussé Cognac Posted by Ru Porter on 05/11/12 | Filed under Jay-Z, Quick Hits

It’s been said that Jay-Z has the Midas touch when it comes to catapulting luxury brands to new heights. When his S. Carter Collection by Rbk launched back in 2003, the S. Carter sneaker instantly became the fastest-selling shoe in Reebok’s history. Then, in 2006, he changed the way America looked at HP notebooks. Short after, Jay spearheaded a hip- hop rebellion, boycott, against Cristal, the ultimate hip-hop status symbol at the time. Following the boycott, Sean switched his brand loyalty to Armand de Brignac's Champagne of Reims, France, a relatively obscure and vaguely mysterious brand after it showed up in the video for “Show Me What You Got”, off of his ninth studio, album Kingdom Come. Now, in 2012, Mr. Knowles-Carter is on to the next brand as he strives to make an impact on all you Cognac sippers.

On May 9, at NYC’s The Boom Boom Room atop The Standard Hotel, Hov helped the folks at Bacardi introduce their latest venture D’ussé (pronounced dew-say), for a group of top-tier media outlets. As of now the Cognac sector is dominated by Hennessy, Rémy Martin, Courvoisier and Martell, which seem to appeal to an older, more upscale crowd, so Bacardi Intends to target a younger adult demographic. But with a bottle that resembles something out of the medieval times, I’m curious to see just how well it’ll pair with us 80’s babies.



At the moment, it’s unclear what exactly Jigga plans to do with the brand, but according to the official press release, It is believed that the unveiling of D’ussé is to give the most popular Cognac producer, Hennessy (which also happens to be my favorite) some friendly competition. Still, with the VSOP Cognac set to officially launch in the U.S in September 2012 at the $44.99 price point, I can’t imagine it not flying off the shelves.
Who said you have to be extremely wealthy to enjoy some top-shelf brown at the bar?

Nathan Update: You know Jay ain't happy about Diddy taking the Forbes crown and he wants to re-up on that liquor money.

RefinedHype has merged with The DJBooth. It's the same articles you loved on RefinedHype, new address. For more info, check out the official announcement.