D'USSÉ® FRIDAY RETURNS THIS SUMMER IN COLLABORATION WITH LATTO, RAVYN LENAE, AND MORE TO SPARK A NATIONWIDE CELEBRATION OF CULTURE, WINS, AND COCKTAILS
The cognac brand is reviving Roc Nation's beloved Friday afternoon ritual with a new campaign that urges audiences to honor their week of wins alongside the milestone moments.
The campaign kicks off today with a creative short for the brand's new D'USSÉ VSOP Magnum Edition bottle featuring Latto, which playfully nods to the longtime internet speculation around her mystery man.
HAMILTON, Bermuda, July 31, 2025 /PRNewswire/ -- D'USSÉ cognac has partnered with the buzziest names in music to bring back D'USSÉ Friday.
Once a cherished, post-work Friday tradition at Roc Nation over ten years ago, D'USSÉ Friday is back, and spreading across the country bigger and better than ever. In partnership with three-time Grammy nominated rapper Latto, break-out singer songwriter Ravyn Lenae, and more to be announced throughout the summer, the brand's new campaign aims to shift our hustle mindset to a recognition mindset and bring the culture together to toast a week of hard-fought wins with a "Victory Pour."
Fueled by the new D'USSÉ VSOP Magnum Edition bottle, which dropped earlier this year and features the brand's signature VSOP cognac aged at least 4 ½ years, the D'USSÉ Friday campaign will come to life with exclusive celebrations hosted by Latto in Atlanta, Ravyn Lenae in Chicago, and more, as well as consumer events in hotspots across the country.
Ahead of her forthcoming new music and recently wrapping her European tour run, Latto is bringing her signature "Big Mama" energy to D'USSÉ Friday, also collaborating on the campaign's signature cocktail: the D'USSÉ Peach Lemonade inspired by her 2024 LP and "Georgia Peach" roots. Along with talents including Ravyn Lenae, the collaborators will showcase the reasons to celebrate their own "Victory Pours" — from new projects to career milestones and personal wins.
"Everyone knows the grind is nonstop and a lot of times we're not taking a second to celebrate the wins along the way," said Latto. "D'USSÉ Friday is a reminder to come together and cheers to your successes and big milestones in life with a Victory Pour. You can find Big Mama in the A with my D'USSÉ Peach Lemonade all summer long taking a minute to celebrate all the wins in life."
The campaign launched today with a new, cheeky video featuring the multi-platinum, award-winning Atlanta rapper. Leaning into the fan-fueled guessing game about her long-term romantic partner, the content shows Latto unveiling her "rich, bold, and heavy" tablemate to be none other than the D'USSÉ VSOP Magnum Edition bottle. The content will be amplified through various social and online video channels throughout the summer.
"D'USSÉ has victory in its DNA. As the cognac crafted specifically for cocktails, it redefined the category from the moment it launched. Our Cellar Master, Agathe Boinot, is the youngest female to hold that title among the major cognac houses—another bold step forward for the brand. At D'USSÉ, we believe in the hustle—and just as importantly, in celebrating it," says Gigi DaDan, General Manager of D'USSÉ. "We're thrilled to bring back D'USSÉ Friday and raise a Victory Pour to our powerhouse partners including Latto and Ravyn Lenae."
To keep the celebration going all summer long, D'USSÉ will host over 100 Victory Pour events at top venues in major metros across the country. Be sure to follow @dussecognac, @latto, and @ravynlenae on Instagram and use the hashtags #D'USSEFriday to stay in the loop for more exciting campaign updates or visit dusse.com for details.
D'USSÉ Peach Lemonade:
1.5 oz D'USSÉ VSOP
2 oz Lemonade
.75 oz Peach syrup
1.5 oz Prosecco
Pour all the ingredients in the shaker, minus the prosecco, shake with ice, strain and pour over ice in a highball or wine glass. Top with prosecco. Garnish with a lemon wheel and a slice of peach.
PR contact: dusse@nikecomm.com
About D'USSÉ
D'USSÉ [dew-say] is a bold new expression of Cognac that dares the palate like never before. Born from the prestigious Chateau de Cognac, France, D'USSÉ blends over 200 years of tradition with a modern vision. Under the expertise of Cellar Master Agathe Boinot, the youngest female Cellar Master amongst the major cognac houses, D'USSÉ continues to honor its rich heritage while driving innovation in Cognac craftsmanship. The D'USSÉ Cognac range consists of VSOP (Very Superior Old Pale) and XO (Extra Old) qualities.
For more information, please visit www.DUSSE.com
The D'USSÉ® brand is part of the portfolio of Bacardi Limited, headquartered in Hamilton, Bermuda. Bacardi Limited refers to the Bacardi group of companies, including Bacardi International Limited.
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About Latto
Three-time Grammy nominee and 2023 BET Best Female Hip-Hop Artist winner Latto has been making waves since she was eight years old. Since signing to RCA Records in 2020, the ATL-based rapper has released multiple projects, including her most recent critically acclaimed third studio album Sugar Honey Iced Tea, her Gold album 777 and her debut studio album Queen of Da Souf. Her latest album, Sugar Honey Iced Tea, made music history again for Big Mama. It solidified her as the first solo female rapper from Atlanta to ever have a #1 on Billboard's Top Rap Albums chart, debut or otherwise. The album also earned Big Mama a top 15 spot on the Billboard 200 chart, at #15. Overall, she is only the second female rapper in 2024 to have a #1 Rap Album debut and Top 15 Billboard 200 debut. Her 2022 album 777 debuted at #15 on the Billboard 200 and #6 on the Top Rap Albums chart, followed by a U.S. tour. Latto also is the first female rapper to have a #1 single on Pop, Rhythm, and Urban Radio with "Big Energy," and became the first solo female rapper from Atlanta to receive any Gold and Platinum RIAA certifications. She's earned accolades like Variety's "Breakthrough Artist" and Billboard's Women in Music "Powerhouse Award."
In addition, she's performed at major events like the iconic Clive Davis' Pre-Grammy Gala, AMAs, BBMAs, Fallon, Coachella and more. Most recently, Latto went on her first North American headlining Sugar Honey Iced Tea Tour, with special guests Mariah The Scientist and Karrahbooo.
Beyond music, Latto loves to experiment with fashion. She has attended New York, Milan, and Paris Fashion Weeks, and has graced covers like Cosmopolitan, Billboard, EBONY and Rolling Stone. She's also active in philanthropy through her foundation, Win Some Give Some, hosting events like her annual "Christmas In Clayco" for families in need. A 2023 Forbes "30 Under 30" and 2024 Ebony Power 100 honoree, Latto continues to dominate, staying true to her Clayton County roots while pushing boundaries in music and beyond.
About Ravyn Lenae
Ravyn Lenae arrived on the scene during the latter half of the 2010s with a trio of EPs that touched on styles ranging from house to synth-funk, with 2018's EP Crush and its lead single "Sticky" making the biggest splash. HYPNOS, her critically acclaimed debut full-length, was released in 2022 via Atlantic Records, with Steve Lacy, Monte Booker, and KAYTRANADA among its producers. Her sophomore album Bird's Eye was released in August of 2024, garnering her critical acclaim from NPR, Pitchfork, Harper's Bazaar, Billboard, The Guardian and The Washington Post, among others.
Executive produced by Grammy Award-winning producer Dahi (Kendrick Lamar, Steve Lacy, Kelela, SZA), Bird's Eye is nestled within the Chicago-bred singer-songwriter's memories of home, freely intertwining her vocals with lush pop, indie, reggae, jazz and rock-oriented productions while sounding more confident and at ease than ever. Shortly after the album's release, she made her late-night TV debut on The Tonight Show starring Jimmy Fallon and later joined KAYTRANADA and Channel Tres on The Late Show with Stephen Colbert before taking her lauded discography on the road for her world tour across North America and Europe. Bird's Eye notably features "Love Me Not," which has emerged in recent months as the biggest single of her career to date.
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