Bacardi is rolling out a marketing play for its D’Ussé cognac brand in the US, featuring American rapper Latto.
The ‘D’Ussé Friday’ initiative, which also includes US artist Ravyn Lenae, launched today (30 July) with a focus on the recently launched D’Ussé VSOP Magnum Edition. The campaign includes regional events hosted by Latto (below) in Atlanta and Lenae in Chicago, alongside additional stops and collaborators to be announced later in the summer.
‘D’Ussé Friday’ is supported by digital content and in-person activations, including a promotional video launched this week featuring Latto. The campaign will also introduce a cocktail, the D’Ussé Peach Lemonade, created with Latto and linked to her 2024 LP.
Bacardi said the push aims to encourage consumers to celebrate weekly achievements with what it calls a ‘Victory Pour’.
In 2023, Bacardi and Shawn ‘Jay-Z’ Carter settled their legal spat over joint venture Cognac brand D’Ussé with the spirits group taking majority control.
