Latto fronts D’Ussé Cognac campaign
D’Ussé is hoping to lead the charge on transforming Cognac, reveals the brand’s new general manager Gigi DaDan.
Bacardi-owned D’Ussé is the latest brand to have a crack at modernising the Cognac category, following recent marketing drives from rivals Rémy Martin and Courvoisier.
The brand has relaunched its ‘D’Ussé Friday’ campaign nationwide in the US under the guidance of DaDan, who previously helmed Bourbon direction for Bacardi as Angel Envy’s general manager.
Cognac is a category she “has had an eye for a while”, she says, with responsibilities at D’Ussé covering everything from operations to marketing. The objective is to bring a fresh take on the brand and the category, which she says is in a “moment in time where we’re going to see a transformation”.
She says: “My focus is on modernising the way people choose to enjoy Cognac. That is our goal: to reshape the perception of Cognac, inviting this new generation in, and not just through product – which is where the campaign comes in – but through moments that matter.”
The campaign brings back the ‘D’Ussé Friday’ concept, which was first created by the brand’s co-founder, Shawn Carter (more commonly known as Jay-Z), and his entertainment company Roc Nation.
“Roc Nation used to come together on Friday. They would take a pause at the end of the week to celebrate the hustle and to have this victory pour,” DaDan says. “The way we’re looking at D’Ussé Friday is really reframing Cognac as something that can thrive in high-energy, culturally rich moments, not just behind velvet ropes or during holidays. We want to reframe the ‘when’, ‘who’ and ‘what’.
“When you think of this specific Friday, it’s the celebration at the end – and that could be in the afternoon or during brunch. It doesn’t have to be rooted in one day part; it can be consumed in many more.”
D’Ussé has always had celebration in its DNA, which the brand wants to maintain. However, DaDan adds: “We really want to show Cognac in motion. It isn’t standing still.
“So much of the category is rooted in stillness and tradition, almost leaning on heritage. We want to challenge that by celebrating movement, through culture and people time.”
Cocktails as the entry point
A big part of DaDan’s vision is to make D’Ussé culturally relevant. To do that, Grammy-nominated rapper Latto fitted the bill perfectly.
“Latto embodies everything that D’Ussé stands for – ambition, authenticity, and she is pretty unapologetic,” DaDan says. “She’s always evolving and she pushes boundaries in music, fashion and culture. That mirrors our own ambition with the brand and the Cognac category.”
The rapper’s announcement video for the campaign has amassed millions of views, as well as more than 1,200 comments and 120,000-plus likes.
In the campaign’s short, Latto is seen with her signature cocktail: the D’Usse Peach Lemonade. The serve is an homage to her album, Sugar Honey Iced Tea, made with D’Ussé Cognac, lemonade, peach syrup and Prosecco.
DaDan sees cocktails as an “important entry point” for today’s drinkers, especially those who are discovering Cognac for the first time. “D’Ussé was created to be in cocktails and to be very versatile, so it’s one of our biggest strengths,” she says. “I think this also helps us expand some of the possibilities.”
DaDan points out that Cognac is the original base for classic cocktails such as the Sidecar and Sazerac, with bartenders returning to and reinventing these serves. “Cognac has been around for ages,” she says. “It’s not just for consumers – it’s for bartenders. [They can] show their skills and offer cocktails that are really balanced and rich in flavour.
“[Cocktail culture] has transformed other categories. A new generation is being introduced to Cognac – and the easiest way to do that is through cocktails.”
Victory pours
In April, D’Ussé released a Magnum version of its VSOP Cognac due to demand for larger formats.
“Consumers are looking for something for more celebratory moments and that clicked for us,” DaDan says. “It’s going incredibly well. We have a ritual called the Victory Pour, which is about honouring and celebrating both the major milestones and the everyday wins.”
It’s not just for special occasions. “D’Ussé is the occasion and that’s what we want to make the brand.”
Younger drinkers are redefining the way we drink, according to DaDan. “They’re very intentional and informed. They are seeking brands that deliver both authenticity and relevance – a new kind of luxury, really rooted in culture and driven by community.”
She does recognise this is a big shift for Cognac, which will take a while. To speed things up, the brand is holding hundreds of Victory Pour events across the US during the summer.
“There is a want for this sort of ritual,” she says. “Having more day parts, being able to celebrate, especially in good times, and even in bad times, is the goal. People like coming together. Having had so many years where people couldn’t get together, we’re seeing a real enjoyment of this movement, and mindset and lifestyle shift.”
The Victory Pour events began with celebrations hosted by Latto in Atlanta and R&B singer and songwriter Ravyn Lenae in Chicago.
While the campaign is based in the US, where Cognac and the brand have deep ties and a strong presence, the vision and strategy extend worldwide, DaDan adds.
“Right now, I think the number-one thing is to connect with consumers as much as we can across the international markets that we already are in, and then make sure that we’re still bringing this bold modern take to Cognac – but we are global.
“I would love to see us truly embedded in the lifestyle and mindset of a progressive movement. To me, that’s about staying authentic to local tastes and trends, trying to resonate with a global audience and making sure we’re seen in every spot where there is movement in the category.”
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