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Brand Profile: D’usse Cognac

Posted on  | July 5, 2013   Bookmark and Share
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Redefining the category for a new generation, solo or mixed.

Cognac has been experiencing a strong comeback in the last couple of years, and D’ussé Cognac,the ultra-premium brand from Bacardi, is now leading the long-term trend in the complex brown spirits category.

As consumer palates continuously evolve to crave a more complex and flavorful tasting experience, D’ussé offers exceptionally smooth, bold and full-bodied character that can be enjoyed neat or on the rocks, as well as in a cocktail.

“We see plenty of room for new expressions to succeed and evolve in a category that has been relatively staid over the years. But now consumers want something fresh and new that remains true to the standards of Cognac,” says Giles Woodyer, VP, Brand Managing Director Bacardi USA. “D’ussé provides that fresh, bold, one-of-a-kind experience and our goal is to continue to redefine Cognac for a whole new generation of consumers.”

D’ussé is crafted by Château de Cognac—“one of the most prestigious cognac houses in France for over twocenturies,” says Woodyer—and their rich heritage in the art of blending and aging gives them expertise rivaled by few others. The Château is located in a 1,000-plus year old castle which provides an ideal aging environment—its humid cellars turn out delicate, smooth and fragrant Cognacs while dry cellars yield more intense, oak-influenced, spicier Cognacs. Master Blender Michel Casavecchia (who is also in charge of the house’s other brands) then uses his blending skills to create Cognacs of supreme balance and flavor expression.

A Different Cognac

With D’ussé, Bacardi and Château de Cognac had set out to create a VSOP for the U.S. market that possesses the bold, pronounced flavor concentration that the American consumer prefers. Created from a combination of eaux-de-vie aged at least five years in French oak, the successful result is a full-bodied VSOP blend with a heady, harmonious mix of orange peel, spice, butterscotch and nuts which lingers on the very smooth finish.

“Due to the rapid growth of mixology today—and particularly the revival of many classic Cognac-based cocktails—now is “the perfect time for a Cognac which is equal parts mixable and boldly flavored for solo sipping,” says Woodyer. “The product has become known amongst top mixologists in New York and is quickly expanding its footprint across the country. These experts are constantly developing new, amazing creations where D’ussé stands out an integral ingredient, as opposed to being masked by other flavors,” says Woodyer.

While Bacardi is wooing Cognac fans with D’ussé, the company sees massive potential with the uninitiated. “With its modern package and taste profile, we believe D’ussé appeals to a variety of consumers, including those who may not currently identify as Cognac drinkers,” says Philippe Jouhaud, Sales and Marketing Director, Château de Cognac.

D’ussé remains in demand across the country as it continues to roll out in new markets this summer, followed by a growing number of larger markets later in the year. The brand is also planning to launch a product extension this fall and will be supported by a fully integrated marketing platform. Woodyer explains, “We want to ensure that consumers and trade continue to have a deep understanding of the quality of our blend and the passion our Cellar Master has put into creating this unique expression.” (A 750ml bottle of D’ussé VSOP retails for approximately $44.99.)


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