The success
of Sîroc, famous vodka distilled in France and owned by Diageo and the
Rapper-producer Diddy has made some envious.
Indeed the
group Bacardi and the other hip-hop star of New-York Jay-Z, announced May 9,
the launch of a new cognac, ultra premium under the name of D'usse (pronounced
Dew-Say).
This cognac
will be only available in the U.S. in September. The price of the bottle will
be run around $45 per 750-ml bottle.
This brand
aims to compete with other prestigious cognac like Hennessy, Remy Martin and Courvoisier.
Cognac is
not one of the most famous alcohols among young consumers, but a trend is
happening around that spirit. Indeed we can remember the performance of Kanye
West at the MTV Video Awards 2009, bottle of Hennessy in his hand.
This is certainly
a test before a launch in the Asian region, where consumption of cognac is much
more popular, in particular in the promising Chinese market.
We can
expect blatant product placement in the next video clips of Jay-Z, as in those
of different Def-Jam artists, and why not become the official cognac of the new
NBA team, the Brooklyn Nets . It may be noted the experience of the Brooklyn
rapper in this domain after the promotion of Ace of Spade champagne in collaboration
with Armand de Brignac, and charity concerts organized in partnership with
Absolut Vodka (Pernod Ricard).
Bottle of D'usse
source: xxlmagazine.com
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