That’s the Spirit

May 14th, 2012   admin   Uncategorized Tags: , , , , , , , ,

Last week marked the launch of Jay-Z’s new cognac, D’Usse (pronounced dew-say) which is set to release in September 2012 and targeted to a younger demographic at a mere $44 for a 750mL bottle. The launch party took place last week at The Standard Hotel in New York City at the very top of the building. Jay-Z greeted Pharrell , decked out in his own Billionaire Boys Club ensemble with Chanel sneakers and shocking blonde hair. Other attendees included Jake Gyllenhaal, Adrienne Bailon, Beyonce’s little sis Solange Knowles and a host of others. Drinks were mixed by professional mixologist, Justin Noel. The cognac is a product of Bacardi and is a VSOP cognac, meaning that the youngest eaux-de-vie in this blend must at least be 4 years old. With such a low price and being backed by Hip Hop mogul Jay-Z, D’Usse is going to be a strong competitor amongst the big four cognac brands, Hennessy (owned by LVMH), Remy Martin (Remy Cointreau), Martell (Pernod Ricard) and Courvoisier (Beam Inc.). The age-old brands have sat back comfortably for years competing only with themselves, but D’Usse might give the old-timers a run for the money. Sink or swim, people.

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Katie Campo

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