Inside the Extraordinary Cognac Brand Part-Owned by Jay-Z: Exclusive (2024)

The business ofCognacis one rife with history, steeped in tradition and meticulous craft, and fueled by deep appreciation and respect within the spirits world.

It was a combination of all three factors that drewJay-Zto the lifeblood of its eponymous region in southwestern France six years agowhen he, alongsideBacardi, approached the portfolio’s Cognac arm,Châteaude Cognac, with a proposition to create a new blend that would not only honor theregion’s centuries of production but also push the boundaries of traditional consumption. These circ*mstances were, at the time, an entirely new breed of celebrity involvement where the world of spirits was concerned: it was by no means a simple endorsem*nt, though up until very recently the details of his involvement were kept under wraps. A vested interest in and a personal affinity for Cognac drove Jay to pursue this new venture, now known asD’USSÉ,for whichthe rapper and mega-mogul headsglobal strategy in addition to serving as a partial owner, Billboard has learned exclusively, though the details of his ownership remain unconfirmed.

Here, Billboard Style sits down with D’USSÉ’s key players for an intimate look at the evolution of the brand from its inception under Jay-Z and Bacardi Limited’s symbiotic guidance.

“The story started about six years ago when we had the opportunity to create a new Cognac brand with the idea thatmaybe beyond [existing] brands, there was an opportunity to offer something different to the consumers in the US,”PhillippeJouhaud,D’USSÉ’sSales and Marketing Director, toldBillboard.“While most of these brands were certainly doing the job that they were originally created to do more than 200 years ago, which was to drink Cognac‘neat’ (i.e. sans mixers or ice)we wanted to make sure that we could create a liquid that was going to be a great Cognac to drink neat but also be an ingredient for making great co*cktails.”

So when Jay visited the Château for the first time in 2011 totest and taste samples produced in small batchesby MichelCasavecchia, theCellarMaster, it was a welcomed surprise to see that their newfound business partner was an obvious fan of Cognac.“The first time we met with [Jay-Z], we were verypleased with the fact thathe really loves it—we could see from one tasting to another that he really had strong opinions about the Cognacshe preferred and that hecould recognize different samples,”Jouhaudsaid of the early developmental stages.

“[But] for us, being able to communicate the quality of the liquid, the making process, where it’s made, and what Michelwanted to achieve in terms of taste profileis something that was extremely important…probably as much as having Jay-Z on board and being a fan of the product himself.”

MichelCasavecchia, D’USSÉ’sMaîtredeChai(Cellar Master)is a man of immeasurable talent but few words…until you get him on the subject of Cognac. In conversation, it becomes immediately clear that after 25 years of working forChâteaude Cognac, his palate is one of unrivaled refinement anda product ofsharp training (though he’s certainly not one to brag).

While only five yearsin,JouhaudandCasavecchiaarepersistent in their quest to ensure that D’USSÉlives up to its lineage and surpasses the idea ofexistingmerely as a celebrity endorsed product. “Essentially, D’USSÉis a new Cognac in thesense that the brand is only five years old, but it is a Cognac that is produced by a company thathas been producing for over 200 years in a place that has been around for more than 1,000 years by a Cellar Master who is today the most experienced of all the Cellar Masters from the major Cognac houses,”Jouhaudsaid.

“[It was clear that we]had somebody on board who was really interested in developing a Cognac brand and building it for the long term,”Jouhaud said of Jay-Z, adding thatit was important to the brand thatany other party whocame onto the project was notjust somebody who “wantedto do something in one shot without any future.”

Even the physicalchâteauitself plays a huge role in D’USSÉas a traditional and heritage-minded modern product. On the bottle, avisceral representation of the sourceknown simply by the double-barred cross,LeCroix de Lorraine(The Cross of Lorraine), an emblemhistorically representative of French patriotism and, more specifically, the Free French Forces during World War II.This cross in particulardenotes a theme of “courage, honor, and perseverance”—a fitting trifecta given the story behind the liquid. Additionally, the property’s proximity to the River Charente makes for an interesting and coveted physical environment for aging, giving D’USSÉCognacs (currently available inVSOP[Very Special Old Pale], and XO [Extra Old] expressions) a distinct woodiness and spice-forward flavor profile underneath delicate fruit and floral notes.VSOPis the second-highest level of Cognac aging (on the official age scale) with XO being the highest.

At the end of the day, the collective vision—to set a new standard for Cognac worldwide—issomething thatJouhaudandCasavecchia,on behalf ofChâteaude Cognac (and thus Bacardi Limited), together with Jay-Z have accomplished in an impressively short period of time, especially given the parameters imposed by a spirit as heavily regulated and traditional as Cognac (after all, like Champagne or Bordeaux wine, Cognac can only be called Cognac if produced in itsnamesake region and done so in accordance with strict regulations imposed by the region itself). And with Jay at the helm leading the global strategy for the brand, D’USSÉis on track to continueartfully disrupting the way the spirits world perceives Cognac for years to come.

Try D’USSÉ at home either neat, on the rocks, or in one of these Jay-approved co*cktail recipes.

THE CODE

1.5oz D’USSÉ VSOP Cognac

1oz Disaronno Originale Liqueur

2oz pineapple juice

Shake all ingredients with ice; strain over fresh ice into a rocks glass. Garnish with a lemon wedge.

THE 13TH (official tour co*cktail)

2oz D’USSÉ VSOP Cognac

1oz Lime juice

.5oz Simple syrup

2oz Ginger beer (can substitute ginger ale)

Shake all ingredients besides ginger beer/ale and strain into a Collins glass over cubed ice. Top with ginger beer or ginger ale.

BAM (punch; official tour co*cktail)

2oz D’USSÉ VSOP Cognac

1oz lemon juice

1oz pineapple juice

.75oz simple syrup

Shake all ingredients with ice; strain over fresh ice in rocks glass and garnish with pineapple wedge in addition to any other fruit garnish available (the more the merrier when it comes to punch). This recipe can be scaled up to serve in large format.