D’Ussé campaign celebrates Jay-Z’s career
Bacardi-owned D’Ussé Cognac has rolled out a campaign to mark co-founder Jay-Z’s upcoming US shows, and 30 years since the release of his debut album.
The initiative includes a limited box set release, a sweepstakes experience, a signature cocktail, and activations tied to Jay-Z’s (real name Shawn Carter) upcoming shows, which include a Yankee Stadium residency in New York in July.
“Mr Shawn Carter’s codes of ambition, craftsmanship, and excellence are woven into the DNA of D’Ussé, and JAŸ-Z30 is a powerful reflection of that legacy,” said the brand’s general manager Gigi DaDan.
“For 30 years, he has shaped culture through music, art, style, and philanthropy, and as a brand built as an extension of his innovation, D’Ussé has continued to redefine the Cognac category while honouring its heritage.”
DaDan added: “D’Ussé was created to celebrate those forging their own path, and we believe the best moments are meant to be shared. There’s no better way to mark 30 years than raising a glass to community, legacy, and what comes next.”
The activations at the rapper and media mogul’s run of shows in Yankee Stadium, which will take place across three nights from 10-12 July, will include dedicated bars serving the brand’s Code360 signature cocktail and other Cognac-based serves.
The Code360 cocktail includes lemon, amaretto, pineapple juice, and soda water. It is described as bright and citrus-forward, with a refreshing light finish.
A sweepstake experience will then unlock exclusive content, signed collector’s sets, and VIP opportunities for winning participants.
The brand will also have on-site presence at The Roots Picnic in Philadelphia this weekend (30-31 May), which Jay-Z will headline, as well as a national programme of events over the summer in Atlanta, Houston, Chicago, Washington DC and New York.
In addition, to honour the rapper’s debut Reasonable Doubt album released 30 years ago, the brand has launched a limited edition D’Ussé VSOP JAŸ-Z30 Collector’s Box Set.
The set features a custom matte black finish, dual embossed detailing, and gold appliqué accents. It is available in limited quantities across the US.
Bacardi first introduced D’Ussé with Jay-Z in 2012, before acquiring a majority stake in the brand in February 2023 following a legal battle with the rapper over its value.
Jay-Z is said to have retained a ‘significant ownership stake’ after the two came to a ‘long-term’ agreement.
Earlier this year, Jay-Z also found himself caught in another spirits brand’s troubles, after Tennessee whiskey maker Uncle Nearest allegedly hid a US$20 million loan provided by his company.
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