D’USSÉ is raising a glass to one of hip-hop’s defining careers. The cognac brand co-founded by Shawn “Jaÿ-Z” Carter is celebrating Jaÿ-Z 30, marking three decades since his debut album ‘Reasonable Doubt’, with a national program of limited-edition releases and fan experiences tied to music, nightlife and cocktail culture. The year also marks the 25th anniversary of ‘The Blueprint’, making it a fitting moment to reflect on the full sweep of an era-defining run.
The centerpiece is the collectible. The JAŸ-Z 30 D’USSÉ VSOP box set is a limited-time offering built to honor three decades of ‘Reasonable Doubt’ and its impact, available exclusively at select retailers nationwide while it lasts.
There’s a drink to go with it. D’USSÉ crafted the CODE30, a signature cocktail inspired by the codes of ambition, excellence and cultural influence that have defined Carter’s legacy. Bright and citrus-forward, it blends D’USSÉ Cognac with lemon, amaretto, pineapple juice and soda water for a light finish, and it’s available across the country for fans to share.
Gigi DaDan, General Manager of D’USSÉ, framed the milestone around legacy, saying Carter’s codes of ambition, craftsmanship and excellence are woven into the brand’s DNA, and that there’s no better way to mark 30 years than raising a glass to community and what comes next.
The celebration spills into the summer. D’USSÉ brought a presence to The Roots Picnic in May and will turn up at Carter’s Yankee Stadium residency in July, with dedicated bars serving the CODE30. The brand will also host events across Atlanta, Houston, Chicago, Washington D.C., New York and Philadelphia, giving fans nationwide a chance to mark the moment firsthand.