Pour Into Who Pours Into You: Latto & D’USSÉ Partner To Announce The Return Of D’USSÉ Friday

Today (July 31st), D’USSE cognac announced that it has partnered with some of the buzziest names in music to bring back D’USSÉ Friday. Continue reading to find out more about the campaign!

Over ten years ago, D’USSÉ Friday was a cherished, post-work Friday tradition at Roc Nation. Now, it’s back…and spreading across the country bigger and better than ever. In partnership with three-time Grammy nominated rapper Latto, break-out singer songwriter Ravyn Lenae, and more to be announced throughout the summer, the brand’s new campaign aims to shift their hustle mindset to a recognition mindset and bring the culture together to toast a week of hard-fought wins with a “Victory Pour.”

The campaign is fueled by the new D’USSÉ VSOP Magnum Edition bottle, which dropped earlier this year and features the brand’s signature VSOP cognac aged at least 4 ½ years. The D’USSÉ Friday campaign will come to life with exclusive celebrations hosted by Latto in Atlanta, Ravyn Lenae in Chicago, and more, as well as consumer events in hotspots across the country.

Latto just finished her European tour run and has new music on the way. Before that though, the 26 year-old is bringing her signature “Big Mama” energy to D’USSÉ Friday, also collaborating on the campaign’s signature cocktail: the D’USSÉ Peach Lemonade inspired by her 2024 LP and “Georgia Peach” roots. Along with talents including Ravyn Lenae, the collaborators will showcase the reasons to celebrate their own “Victory Pours” — from new projects to career milestones and personal wins.

“Everyone knows the grind is nonstop and a lot of times we’re not taking a second to celebrate the wins along the way,” said Latto. “D’USSÉ Friday is a reminder to come together and cheers to your successes and big milestones in life with a Victory Pour. You can find Big Mama in the A with my D’USSÉ Peach Lemonade all summer long taking a minute to celebrate all the wins in life.”

The campaign launched today with a new, cheeky video featuring the multi-platinum, award-winning Atlanta rapper. Leaning into the fan-fueled guessing game about her long-term romantic partner, the content shows Latto unveiling her “rich, bold, and heavy” tablemate to be none other than the D’USSÉ VSOP Magnum Edition bottle.

“D’USSÉ has victory in its DNA. As the cognac crafted specifically for cocktails, it redefined the category from the moment it launched. Our Cellar Master, Agathe Boinot, is the youngest female to hold that title among the major cognac houses—another bold step forward for the brand. At D’USSÉ, we believe in the hustle—and just as importantly, in celebrating it,” says Gigi DaDan, General Manager of D’USSÉ. “We’re thrilled to bring back D’USSÉ Friday and raise a Victory Pour to our powerhouse partners including Latto and Ravyn Lenae.”

To keep the celebration going all summer long, D’USSÉ will host over 100 Victory Pour events at top venues in major metros across the country. Be sure to follow @dussecognac, @latto, and @ravynlenae on Instagram and use the hashtags #D’USSEFriday to stay in the loop for more exciting campaign updates or visit dusse.com for details. Check out the campaign video and some photos from it below!