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Bacardi Unveils D’ussé XO

March 27, 2014

Two years after launching the D’ussé Cognac brand with a VSOP offering, Bacardi is extending the upscale label with an XO expression. D’ussé XO, produced at the Chateau de Cognac by maître de chai Michel Casavecchia, is made from a blend of eaux-de-vie aged at least 10 years. Introducing the new offering to a small group of journalists and mixologists in New York last night, Bacardi said D’ussé XO, retailing at $230 a bottle, would hit 11 U.S. markets in May, targeted to select high-end accounts.

Bacardi has sought to position D’ussé as a modern spirit that can draw drinkers from both inside and outside the Cognac category, and says the VSOP ($45) has succeeded on that front in the early going. The brand is endorsed by rapper Jay-Z, who is featured in its marketing. With D’ussé’s new XO, Bacardi has taken an aggressive stance in staking out the brand’s ultra-premium credentials, price-positioning it significantly above the XO Cognacs of competitors like Hennessy, Rémy Martin and Courvoisier.

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