Summer just got a lot more celebratory, because D’USSÉ® Friday is back and better than ever. The beloved Roc Nation tradition has been revived by none other than Latto, who’s bringing her signature “Big Mama” energy to a campaign that blends music, milestones, and that smooth, signature cognac we all know and love. It’s a movement rooted in culture and celebration—a call to pause, pour up, and give your weekly grind the shine it deserves.
What Is D’USSÉ Friday, Anyway?
Once upon a time (read: over a decade ago), Fridays at Roc Nation weren’t just clocking out, they were clocking in to weekend celebration mode. Now, that same energy is going national. This summer, D’USSÉ is calling on the culture to trade burnout for a Victory Pour: a toast to making it through another week of hustling through, chasing dreams, and staying fly while doing it.
With a sleek new D’USSÉ VSOP Magnum Edition bottle at the center, the campaign reintroduces the ritual with real star power. Grammy-nominated rapper Latto leads the charge, bringing her unmistakable Southern charm and superstar presence to the forefront. But she’s not alone. R&B singer-songwriter Ravyn Lenae and other talents will also join the brand to spark a season-long celebration of wins, vibes, and celebration across major cities, including Atlanta and Chicago.
Latto’s Mystery Date? A Magnum Moment.
In a cheeky campaign video that dropped alongside the relaunch, Latto leans all the way into internet speculation about her love life. The twist? Her mystery man is actually none other than the D’USSÉ VSOP Magnum bottle. “Rich, bold, and heavy” never sounded so delicious.
Latto’s involvement goes far beyond the promo. She also crafted the campaign’s signature cocktail, the D’USSÉ Peach Lemonade—a playful nod to her single, Georgia Peach, and her Southern roots. “Everyone knows the grind is nonstop,” she says.
“D’USSÉ Friday is a reminder to come together and cheers to your successes and big milestones in life. You can find Big Mama in the A with my D’USSÉ Peach Lemonade all summer long!”
Try it yourself
🍑 D’USSÉ Peach Lemonade:
- 1.5 oz D’USSÉ VSOP
- 2 oz Lemonade
- .75 oz Peach syrup
- 1.5 oz Prosecco
Shake everything (except the Prosecco), strain into a glass over ice, and top with bubbles. Garnish with a lemon wheel and fresh peach slice. Voilà—your Victory Pour awaits.
A Toast to Wins—Big or Small
The campaign’s ethos is simple: hustle hard, then celebrate harder. Whether it’s a promotion, a finished project, or just making it through the week with your edges and sanity intact, D’USSÉ Friday is a nationwide call to honor those moments.
And nobody’s embodying that better than Latto. With the one-year anniversary of Sugar Honey Iced Tea just around the corner, she’s toasting to a year of chart-topping wins, global stages, and unstoppable growth. Her custom D’USSÉ Peach Lemonade isn’t just a cocktail—it’s a celebration of her Georgia roots: sweet, bold, and built for boss moves. Whether she’s vibing in Clayco or turning up in the city, Latto makes every pour feel personal.
From Atlanta to L.A., more than 100 Victory Pour events will pop off this summer in cities across the country. Expect curated vibes, bold sips, and the kind of cultural energy only a Southern-born powerhouse like Latto can deliver.
D’USSÉ: For the Bold and the Victorious
If you didn’t already know, D’USSÉ is not your granddaddy’s cognac. Founded in the legendary Chateau de Cognac in France and now under the eye of Agathe Boinot—the youngest female Cellar Master in the game—D’USSÉ blends over 200 years of tradition with a modern edge.
“D’USSÉ has victory in its DNA,” says Gigi DaDan, General Manager of D’USSÉ.
“At D’USSÉ, we believe in the hustle—and just as importantly, in celebrating it.”
We couldn’t agree more.
Where to Catch the Party
The D’USSÉ Friday campaign is rolling out all summer long with exclusive events, digital content, and surprise drops. Follow @dussecognac and @latto777 to keep up, and use the hashtag #DUSSEFriday to join the conversation.
Visit www.dusse.com for more info—and don’t forget to sip responsibly.
Because this season? We’re toasting to every win, big or small. Cheers to you, and cheers to D’USSÉ Friday. 🥂
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