D’USSÉ has launched a nationwide campaign to celebrate the 30th anniversary of JAY-Z’s debut album, Reasonable Doubt, with a summer-long series of events, a limited-edition product release, and a new cocktail inspired by the milestone. The initiative, called JAY-Z 30, honors the album’s lasting impact on hip-hop and pop culture while also recognizing the broader influence Shawn Carter has had across music, business, nightlife, and philanthropy over the past three decades.
At the center of the campaign is a limited-edition JAY-Z 30 D’USSÉ VSOP box set, which will be sold for a limited time at select retailers nationwide. The collectible packaging is designed as a tribute to Reasonable Doubt, which was originally released in 1996 and is widely regarded as one of the defining debut albums in rap history. The anniversary also lands during another important year for the artist, as 2026 marks 25 years since the release of The Blueprint, another landmark project in JAY-Z’s catalog.
D’USSÉ is also rolling out a signature anniversary cocktail called the CODE30. The drink combines D’USSÉ VSOP with amaretto, pineapple juice, fresh lemon juice, and soda water, creating a light, citrus-forward cocktail meant to reflect the versatility of cognac and provide fans with a celebratory drink for the season. According to the brand, the cocktail was created to capture the ambition, excellence, and cultural significance associated with JAY-Z’s career while offering a shared way for consumers to mark the occasion.
The company says the campaign reflects the shared values that connect the artist and the cognac brand. Gigi DaDan, general manager of D’USSÉ, said JAY-Z’s codes of ambition, craftsmanship, and excellence are part of the brand’s identity and that the celebration is meant to honor his legacy. She noted that D’USSÉ was built to celebrate people forging their own path and that the best moments are meant to be shared with community.
The summer celebration will extend beyond product launches and into live activations at major cultural events around the country. D’USSÉ will have an on-site presence at The Roots Picnic and at JAY-Z’s upcoming residency at Yankee Stadium in July, where attendees will be able to visit dedicated D’USSÉ bars serving the CODE30 cocktail along with other signature drinks.
In addition to the flagship events, D’USSÉ plans to host regional celebrations in Atlanta, Houston, Chicago, Washington, New York City, and Philadelphia, giving fans in multiple cities the chance to take part in the anniversary experience. The brand says updates, sweepstakes information, and event details will be shared through its social channels using the hashtag #JAYZ30.
