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- Mar 24, 2003
ace of spades money coming in...ciroc just basically printing money for alot of heads...now a cognac...
By Miranda Johnson
Jay-Z is constantly expanding his list of endorsement deals, and now the rapper-mogul has added a new Bacardi Cognac to his massive portfolio. On Wednesday night (May 9) Jay attended a private event in New York City to help introduce Bacardi‘s D'ussé, a new VSOP Cognac that will be launched later this year.
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D’ussé is targeting a younger consumer market that will compete with brands such as Hennessey, Rémy Martin and Courvoisier. Being that Jay-Z dominates this designated area, it makes the Brooklyn native the perfect candidate to assist in marketing the product. Bacardi's new Cognac will launch in June and will be available nationwide in September. The Cognac will cost consumers $45 for a 750mL bottle and will be sold in other various sizes as well.
Mr. Carter has previously endorsed prominent brands like Reebok and HP computers, and Jay currently promotes Armand de Brignac aka Ace of Spade champagne.
Jay and his wife Beyonce recently attended a book launch party for L.A. Reid's wife Erica Reid in New York City on Tuesday night. The two openly expressed some rare displays of affection with Jay even getting snapped while playfully cupping his wife cheeks.
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Nicholas Hunt/ Patrick McMullan
Rapper Jay-Z
"Is that Jake Gyllenhaall?" asked a partygoer on the 18th floor of the Standard Hotel Wednesday night.
Indeed it was, although a number of people weren't sure. A security guard told Mr. Gyllenhaal he'd need to check in, directing the movie-star toward a cadre of young women in pink dresses.
Holding clip-boards, the women were guarding the entrance to a fete for the launch of D'ussé, a cognac from the liquor company Bacardi, produced at the Chateau de Cognac in France. Recognizing the actor at a glance, the young women did not need to check Mr. Gyllenhaal in under "G," after all; they ushered him through the swinging doors leading to the storied Standard Hotel bar.
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DJ Jus Ske
One couldn't fault a few guests for failing to identify the "Prince of Persia: Sands of Time" star, whose famous face was hidden behind a scruffy beard, a black baseball hat and a zip-up hoodie, "Donnie Darko" style. But the rapper and businessman Jay-Z, who greeted the actor from behind a VIP rope by the bar, did not mistake Mr. Gyllenhaal, an apparent friend of his, for anyone else.
On one side of that rope, the actor and rapper watched the Knicks versus Heat game, rapt. Joining them were the singer Solange Knowles and musician Pharrell Williams.
On the other side were the party reporters, plus-ones, photographers and publicists, who were denied an actual interview with the higher-profile guests but toasted cognac glasses nonetheless.
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Musician Solange Knowles
A spokeswoman for the event said Jay-Z and his guests had requested a television set, tuned to the Knicks game. (They lost.)
Alain Allegretti, the chef behind New York's La Promenade des Anglais, had cooked for foodies and editors the night before, at a preview party for the brand. What does one serve for the editors who eat everything? "Foie-gras, roasted rhubarb glazed with the cognac, soft-shell crab, rack of lamb with cognac sauce and chocolate mousse!" he said.
Mr. Allegretti had also recently dined with Jay-Z and Beyoncé, when they swung by his new Atlantic City restaurant, Azure.
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Actress Adrienne Bailon
"We had a lot of fun!" Mr. Allegretti recalled. "They are very humble."
A few glasses of D'ussé in, a reporter asked how this drink differentiates itself from all the other expensive liquors on the market.
"A lot of cognacs have been around for hundreds of years," said Christine Molle, who works at Bacardi and helped create the product. "This is a new take on it." Ms. Molle added, "Jay-Z is known to be a cognac drinker."
A glance at the VIP section, from all the way over by the other bar, confirmed her assertion. "Cheers!" she said.
bottle iswe'll see what it tastes like...
