D’Ussé – pronounced [dew-say], the company told The Spirits Business – is sourced from Château de Cognac, also the home of Bacardi’s Baron Otard brand, which is not currently sold in the US.
Details were unveiled at a private tasting for a handful of journalists in New York, where Bacardi USA CEO Robert Furniss-Roe said the aim was to shake up a sector that had become “a bit dusty” under the domination of Hennessy, Rémy Martin, Martell and Courvoisier and target a younger demographic.
Rapper-mogul, Jay-Z has jumped on board to endorse the brand and assist with marketing efforts to target a fresher audience.
Priced at $44.99 – roughly on a par with Hennessy VSOP – Bacardi’s new brand will be available in New York in June and nationally in September 2012.
D’Ussé’s eye-catching packaging, a far cry from the traditional look employed by clear market leaders Hennessy and Rémy, is likely to feature strongly in the brand’s marketing, along with the “unique dry and humid cellars” used for maturing its eaux-de-vie.
“The result is a uniquely powerful, authentic Cognac that starts off with distinguished intensity, which gives way to a pleasantly smooth, balanced finish,” Bacardi said.