Overview
- D'USSÉ publicly unveiled the JAŸ‑Z30 VSOP Collector’s Box Set and the CODE30 signature cocktail on May 27, tying the drop to celebrations for Jay‑Z’s 30th anniversary of Reasonable Doubt.
- The boxed VSOP is a limited-time, collectible release available at select retailers nationwide, with distribution described by the brand as restricted to select stores.
- The CODE30 recipe—D'USSÉ VSOP, amaretto, pineapple juice, lemon juice, and soda water—has been published and will be served at D'USSÉ bars at live activations.
- D'USSÉ will host on-site activations at The Roots Picnic (May 30–31) and at Jay‑Z’s July Yankee Stadium residency, where an extra show was added because of high demand; regional events are planned in several U.S. cities.
- The campaign builds on D'USSÉ’s origin as a cognac brand co‑founded by Shawn Carter and produced at Château de Cognac under Cellar Master Agathe Boinot, and it aims to boost fan engagement, collectible sales, and cocktail-led brand visibility while promoting responsible consumption.