{"id":2085208,"date":"2026-09-21T12:38:00","date_gmt":"2026-09-21T10:38:00","guid":{"rendered":"https:\/\/www.luxsure.fr\/?p=2085208"},"modified":"2026-09-24T11:03:42","modified_gmt":"2026-09-24T09:03:42","slug":"dusse-cognac-returns-france-hip-hop-en","status":"publish","type":"post","link":"https:\/\/www.luxsure.fr\/en\/2026\/09\/21\/dusse-cognac-returns-france-hip-hop-en\/","title":{"rendered":"D\u2019Uss\u00e9: the cognac returning to France through the hip-hop door"},"content":{"rendered":"\n

Born in the United States in 2012 with the backing of JAY-Z, D\u2019Uss\u00e9 cognac is finally arriving on the French market. The launch looks like a homecoming, while raising questions about how hip-hop culture has reshaped the use of a centuries-old spirit.<\/em><\/p>\n\n\n\n

An export-born cognac comes home<\/h2>\n\n\n\n

D\u2019Uss\u00e9\u2019s story runs counter to that of most major cognac houses. Made at the Ch\u00e2teau de Cognac according to traditional methods, the brand first gained ground in the United States, where JAY-Z, first ambassador and then co-owner, made it an object of cocktail and hip-hop culture. Fourteen years after its American launch, D\u2019Uss\u00e9 is now settling in the country where it was distilled. The reverse journey says much about how cognac, long seen as a discreet after-dinner drink, was reinvented elsewhere before returning home.<\/p>\n\n\n\n

A 25-year-old cellar master for a cognac that refuses to grow old<\/h2>\n\n\n\n

The announcement emphasises the youth of Agathe Gay Boinot, presented as the house\u2019s youngest cellar master and trained by the Ch\u00e2teau de Cognac\u2019s former cellar master, Michel Casavecchia. This direct transmission\u2014from traditional knowledge to a generation that must respect and modernise it at once\u2014summarises D\u2019Uss\u00e9\u2019s challenge: remain faithful to Charentais double distillation and oak-cask ageing while addressing consumers who discover cognac through mixology rather than a balloon glass.<\/p>\n\n\n\n

Memphis Bleek and the Ch\u00e2teau de Cognac: two careers in their thirties meet<\/h2>\n\n\n\n

On 1 July, rapper Memphis Bleek, among the first artists signed to Roc-A-Fella in the 1990s, will give an exclusive concert at the Ch\u00e2teau de Cognac, echoing JAY-Z\u2019s thirty-year career. The coincidence\u2014three decades of hip-hop and two centuries of Cognac expertise\u2014brings together, for one evening and on the same terroir, two historical legitimacies that had never physically met.<\/p>\n\n\n\n

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It remains to be seen whether this French launch will convince a more traditional cognac audience, or simply extend on its own soil a story first written thousands of kilometres from Cognac.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Born in the United States in 2012 with the backing of JAY-Z, D\u2019Uss\u00e9 cognac is finally arriving on the French market. The launch looks like a homecoming, while raising questions about how hip-hop culture has reshaped the use of a centuries-old spirit.<\/p>\n","protected":false},"author":2,"featured_media":2061897,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"","_lmt_disable":"","footnotes":""},"categories":[30493],"tags":[],"class_list":["post-2085208","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-wines-and-spirits"],"_links":{"self":[{"href":"https:\/\/www.luxsure.fr\/en\/wp-json\/wp\/v2\/posts\/2085208","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.luxsure.fr\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.luxsure.fr\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.luxsure.fr\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.luxsure.fr\/en\/wp-json\/wp\/v2\/comments?post=2085208"}],"version-history":[{"count":0,"href":"https:\/\/www.luxsure.fr\/en\/wp-json\/wp\/v2\/posts\/2085208\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.luxsure.fr\/en\/wp-json\/wp\/v2\/media\/2061897"}],"wp:attachment":[{"href":"https:\/\/www.luxsure.fr\/en\/wp-json\/wp\/v2\/media?parent=2085208"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.luxsure.fr\/en\/wp-json\/wp\/v2\/categories?post=2085208"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.luxsure.fr\/en\/wp-json\/wp\/v2\/tags?post=2085208"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}