Dusse Cognac by Jay Z. The business of Cognac is one rife with history, steeped in tradition and meticulous craft, and fuelled by deep appreciation and respect within the spirits world. It was a combination of all three factors that drew Jay-Z to the lifeblood of its eponymous region in southwestern France six years ago when he, alongside Bacardi, approached the portfolio’s Cognac arm, Château de Cognac, with a proposition to create a new blend that would not only honour the region’s centuries of production but also push the boundaries of traditional consumption. These circumstances were, at the time, an entirely new breed of celebrity involvement where the world of spirits was concerned: it was by no means a simple endorsement, though up until very recently the details of his involvement were kept under wraps. A vested interest in and a personal affinity for Cognac drove Jay to pursue this new venture, now known as D’USSÉ, for which the rapper and mega-mogul heads global strategy in addition to serving as a partial owner.