D’USSÉ cognac, created by Jay-Z and established in 2012, is a youthful cognac brand that radiates age-old tradition and regional history.

Its birthplace is the iconic Château de Cognac, one of France’s oldest cognac houses. Within these hallowed walls, D’USSÉ crafts eaux-de-vie that absorb the essence of their historic surroundings. 

D’USSÉ represents a seamless blend of the past and present, respecting time-honored techniques while embracing innovation.

Each sip tells a captivating story of heritage and craftsmanship; D’USSÉ invites you to experience a drink and a living legacy of the finest quality and tradition. Let the party start!

D’USSÉ identity


  • Brand name : D’USSÉ
  • Company : Bacardi Limited & Shawn Carter (aka Jay-Z)
  • Founded : 2012
  • CEO : Olivier THELLIEZ
  • Head office : 127 bd Denfert Rochereau, 16100 Cognac, France
  • SIRET : 905 620 134 00015
  • Turnover : 92 millions € (2022)
D'USSÉ logo
D'USSÉ logo with Chateau de Cognac / France

D’USSÉ, as a cognac brand, proudly embraces the Cross of Lorraine symbol elegantly displayed on its bottles. This iconic cross is more than just an emblem; it embodies the very essence of French heritage – courage, honor, and unwavering perseverance.

By adopting this symbol, D’USSÉ pays homage to a rich tapestry of French history, infusing their cognac bottles with a sense of medieval grandeur, regal charm, and rustic authenticity.

D'USSÉ Cross
D’USSÉ Cross of Lorraine symbol

D’USSÉ History

Shawn ‘JAY-Z’ Carter, the famous US rapper, founded the D’USSÉ cognac brand accompanied by Cellar Master Michel Cassavecchia, the VSOP & XO creator.
Sullivan Doh joined the adventure as the mixologist and global brand ambassador for D’Ussé in 2019.

D’USSÉ cognac is located in the iconic Château de Cognac, the birthplace of François I, king of France. The castle sits in Cognac City, the heart of cognac production, on the banks of the Charente.

Château de Cognac in Cognac City
Château de Cognac in Cognac City

D’USSÉ cognac is produced by the same house that brings you the cognac of Baron Otard (who also made cognacs for centuries, do you remember the Baron Otard VS cognac?). Still, it is a totally different blend than Baron Otard. 

Previously, Jay-Z was confirmed as the owner of 50 percent, with Bacardi holding the remaining 50 percent. Shawn “Jay-Z” Carter and Bacardi Limited have entered into a significant long-term agreement concerning D’USSÉ. Bacardi has recently acquired a majority stake in Jay-Z’s ownership, solidifying this partnership (Bacardi now owns at least 75.01%).

This strategic move reflects a deepening commitment between two visionary forces. Jay-Z’s passion for the cognac brand and Bacardi’s renowned expertise in the spirits industry converge to strengthen the future of D’USSÉ. Together, they aim to continue crafting and promoting this exceptional cognac.

Bacardi Limited proudly stands as the world’s largest family-owned spirits company, nurturing a distinguished portfolio that includes not only D’USSÉ but also iconic brands like Grey Goose, renowned for its premium vodka; Martini, a symbol of Vermouth craftsmanship; and Patron Tequila, celebrated for its exotic Weber Blue Agave.

D’USSÉ is now well settled in the US cognac market thanks to Jay-Z’s renommé. Still, its objective is clearly to expand to African and Asian markets.

D'USSÉ VSOP bottles
D’USSÉ VSOP bottles

D’USSÉ cognac productions process and expertise

D’Ussé produces just two cognacs, with the help of the great cellar master Michel Cassavecchia, who has curated cognacs for over three decades, and their range now consists of the D’USSÉ VSOP and the D’USSÉ XO.

D’USSÉ is close to the River Charente, resulting in two different cellars :

  • a humid cellar that results in fruity and floral notes, 
  • and a dry cellar that creates the woody and spicy flavors

The eaux-de-vie selected for D’Ussé are aged in a combination of dry and humid cellars. Blending the two eaux-de-vie is the secret to their cognac bottles, the VSOP and XO, and the blend is made from Eaux de Vie coming from the four cognac crus we are buying from: Grande Champagne, Petite Champagne, Borderies, and Fins Bois.

D’USSÉ Cognac : The Process with Sullivan Doh
D'USSÉ vintage trolley
D’USSÉ vintage trolley

D’USSÉ cognac bottles

Dusse bottle has been crafted for modern consumption and palate, with an original signature: spicy, smooth, and bold.

D’Ussé VSOP cognac is aged at least four and a half years in the Château de Cognac cellars, where D’Ussé XO cognac waits a minimum of 10 years.
Enjoy drinking D’USSÉ cognac neat, but it is also perfect to taste in cocktails like Sazerac.

D’USSÉ has 2 kinds of cognacs (+ special editions of these) :


D’USSÉ cognac commercials

In the realm of renowned cognac brands, the presence of brand ambassadors is a time-honored tradition, and D’Ussé cognac is no exception.
It has forged a remarkable partnership with none other than the legendary Jay-Z or Dr. Woo, allowing its brilliance to radiate across the globe through captivating slow-motion commercials:

D’USSÉ featuring Jay-Z slow motion commercial

There’s also a great promotion of D’Ussé day party :

D’USSÉ Day Party

D’USSÉ website

D’USSÉ’s website stands as a masterpiece, seamlessly blending elegance, sophistication, and functionality, mirroring the very essence of this distinguished cognac producer. Draped in a color palette dominated by black, white, and gold, the website exudes simplicity, and its striking photos and captivating videos are a testament to luxury.

D'USSÉ website : homepage
D’USSÉ website : homepage

Navigating the site is a breeze, designed for effortless scrolling that guides visitors through its main sections. Whether delving into D’USSÉ’s diverse range of cognac products or immersing yourself in their knowledge and latest news, every corner of the site is easily accessible.

Furthermore, the website offers a treasure trove of cognac cocktail recipes, catering to casual drinkers and connoisseurs. It’s a rich database awaiting exploration.

The website’s content is thoughtfully organized for easy reading and comprehension. It is complemented by high-quality images that beautifully showcase their exquisite cognac bottles.

D’USSÉ’s website is a captivating digital masterpiece, boasting impeccable design, user-friendly navigation, and informative content. It reflects the brand’s unwavering dedication to originality and excellence, offering an immersive experience for cognac enthusiasts and curious minds alike.

D’USSÉ visits

For cognac lovers of exquisite spirits, reserving a guided tour of the Château de Cognac is a must.

Château de Cognac bar
Château de Cognac bar

Nestled in the heart of Cognac City, this 13th-century castle offers an enchanting journey. Led by an expert guide in a small, intimate group, you’ll uncover the fascinating path of crafting fine French brandy, from grape to glass. Moreover, you’ll delve into the rich history of this historic monument.

D’ussé’s visit is a unique experience: a blindfolded tasting in the dark. This sensory initiation invites you to rekindle your senses and embark on a journey of aroma discovery within our exquisite D’USSÉ cognacs.
Close your eyes, inhale deeply, and let your senses transport you.

Your visit encompasses a range of enriching experiences:

  • Explore the Renaissance-style rooms.
  • Venture into the cellars, where history comes to life.
  • Discover the secrets of our humid and dry cellars.
  • Gain insights into the meticulous craftsmanship behind D’USSÉ Cognacs.
  • Conclude your journey with a tasting of the exquisite D’USSÉ VSOP & XO, savoring the essence of our exceptional brand.


  • Duration: 1 hour 15 minutes
  • Price/pers: about 35€
  • Address : 127 Boulevard Denfert Rochereau, 16100 Cognac, France
  • Opening times: Le Château de Cognac welcomes you from Monday to Saturday from 11 a.m. to 12 p.m. and 2 p.m. to 6p.m.

Frequently asked questions about D’USSÉ

D’Ussé is a cognac brandy symbolizing the epitome of French craftsmanship and excellence in cognacs.

D’Ussé is an exceptional brand of cognac with a unique heritage, co-founded by the renowned artist and entrepreneur JAY-Z.

D’Ussé was brought to life through the vision of JAY-Z and the expertise of cellar master Michel Casavecchia, resulting in a cognac of unparalleled quality.

Bacardi Limited holds a majority stake of 75.01% in the brand, while Jay-Z retains a substantial ownership interest.

The D’Ussé VSOP cognac is available at approximately $60, while the D’Ussé XO cognac typically costs around $300.

D’Ussé offers versatility in its enjoyment. This cognac can be drunk neat, mixed with soft drinks, or fruit juices, or savored as a key ingredient in classic cocktails like the timeless Sidecar, allowing you to savor its rich flavors in various delightful ways.

Give me more cognacs!