D'USSÉ launches limited‑edition cognac set and CODE30 cocktail to mark JAY‑Z’s 30‑year Reasonable Doubt anniversary

D'USSÉ, the cognac brand owned by Bacardi, announced a nationwide celebration of rapper Shawn “JAY‑Z” Carter’s 30th anniversary of his debut album Reasonable Doubt, which also coincides with the 25th anniversary of The Blueprint. The centerpiece is the limited‑edition JAŸ‑Z30 D’USSÉ VSOP box set, available for a short time at select U.S. retailers. The brand also introduced a new signature cocktail, CODE30, made with D’USSÉ VSOP, amaretto, pineapple juice, fresh lemon juice and soda water.

The summer campaign will feature activations at major cultural events, including The Roots Picnic and JAY‑Z’s Yankee Stadium residency, as well as regional gatherings in Atlanta, Houston, Chicago, Washington D.C., New York and Philadelphia. “Mr. Shawn Carter’s codes of ambition, craftsmanship, and excellence are woven into the DNA of D’USSÉ,” said Gigi DaDan, General Manager of D’USSÉ, emphasizing the partnership’s focus on community and legacy.