Bacardi enters the luxury arena, challenges Hennessy with Ultra-Premium D’ussé
Bacardi unveiled its latest addition to the brand – a new ultra premium Cognac brand christened D’ussé, pronounced as ‘dew-say’. The Cognac was witnessed for the first time at the private tasting for a few journalists at New York. The product is yet to be launched (next month) and would be available for sales in the month of September (in the USA).
With the addition of D’ussé Cognac, the brand would now make its presence felt in the U.S. Cognac category. The VSOP Cognac will retail at around $44.99 per 750-ml bottle.
It is said that the unveiling of D’ ussé is a direct dig at the most popular Cognac producer – Hennessy. As of now the Cognac sector is dominated by Hennessy, Rémy Martin, Courvoisier and Martell, which have been producing Cognacs to flatter the taste buds across the globe. However, a little newness is required and Bacardi’s D’ussé seems to have nailed it right, especially when people were looking for a fresh and a unique blend to melt in their mouth.
The brand believes that the younger generation would also embrace the Cognac as Bacardi scores brownie points thanks to its reach and scale across the globe. They have placed the VSOP Cognac cross-category and intend to make it available for sipping as well as to serve it as a cocktail base.
Robert Furniss-Roe, CEO, Bacardi USA reportedly said that D’ussé would be a hit as the newer generation has a penchant for experimenting with a variety of spirits categories. Seems like Bacardi is all set to regain its position in the luxury markets with its latest entry – the D’ussé Cognac!