Jay-Z's D'Ussé brand marks debut album with special release, events

Caché McClay, USA TODAY NETWORKWed, May 27, 2026 at 2:00 PM UTC

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This year, Jay-Z's debut album turns 30 and the celebrations have commenced with his cognac brand rolling out special-edition packaging, a signature cocktail and nationwide activations.

D'USSÉ, co-founded by the hip-hop mogul and the global spirits company Bacardi, will be selling a Jay-Z D'USSÉ VSOP box set to mark the 30th anniversary of the Grammy-winning rapper's 1996 debut album "Reasonable Doubt."

The collector's box set is now available at select retailers nationwide. The brand will also host a range of events throughout cities in the U.S. this summer, including Atlanta, Houston, Chicago, Washington, New York and Philadelphia.

Jay-Z30 D’USSÉ VSOP box set and cocktail

D'USSÉ is serving up signature cocktail "CODE30," which the brand says is "inspired by the 'codes' of ambition, excellence, and cultural influence that have defined Mr. Shawn Carter’s legacy for the past 30 years."

Released by his label Roc-A-Fella Records in June 1996, "Reasonable Doubt" has been heralded by some, including Rolling Stone, as one of the greatest albums of all time. It features collaborations with the likes of Mary J. Blige, the Notorious B.I.G. and Jaz-O.

"Mr. Shawn Carter's codes of ambition, craftsmanship, and excellence are woven into the DNA of D'USSÉ, and JAŸ-Z30 is a powerful reflection of that legacy," General Manager of D’USSÉ Gigi DaDan said in a statement. "For 30 years, he has shaped culture through music, art, style, and philanthropy, and as a brand built as an extension of his innovation, D'USSÉ has continued to redefine the cognac category while honoring its heritage."

The rapper and husband to Beyoncé, who recently changed the styling of his name to Jaÿ-Z to mirror how it appeared on the 1996 album, is poised to make a major return to the stage to celebrate its anniversary.

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Jay-Z will headline the Roots festival in Philadelphia on May 30 and 31 before taking the stage for three major shows in his hometown of New York.

On July 10, he will celebrate the 30th anniversary of "Reasonable Doubt" with a concert at Yankee Stadium. This will be followed by a 25th anniversary concert for "The Blueprint" on July 11. A third "EXTRA INNINGS" show was added on July 12 to combine both shows due to high demand.

Jay-Z looks on prior to the start of Super Bowl LX between the Seattle Seahawks and the New England Patriots at Levi's Stadium on Feb. 8, 2026, in Santa Clara, California.

The nationwide D'USSÉ activations will also take place at the festival as well as his New York shows.

Jay-Z already holds the record for the most sold-out performances at Yankee Stadium and will look to extend his achievement with a seventh sell-out.

Fans can visit Dusse.com for more information.

Follow Caché McClay, the USA TODAY Network's Beyoncé Knowles-Carter reporter, on Instagram, TikTok and X as @cachemcclay.

This article originally appeared on Nashville Tennessean: Jay-Z's D'Usse cognac honors debut album with special release, events

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