D’USSÉ Friday Returns for Summer 2025 with Latto, Ravyn Lenae, and a Nationwide Victory Pour

Source: D’USSÉ

Reported By: Caroline Dalal

After more than a decade since its origin at Roc Nation, D’USSÉ Friday is back—with a bold, modern twist. The legendary cognac brand has revived its post-work ritual for summer 2025, transforming it into a nationwide celebration of wins, both big and small. This time, the toast to success is led by a high-wattage cast of creatives, headlined by Grammy-nominated rapper Latto and genre-blending singer-songwriter Ravyn Lenae.

The campaign officially launched on July 31 with a cheeky short film featuring Latto and the brand’s new D’USSÉ VSOP Magnum Edition—a rich, full-bodied bottle aged for at least four and a half years and crafted specifically for elevated cocktail experiences. In the video, the rapper plays into long-running internet speculation about her love life, only to reveal her “mystery man” is, in fact, the Magnum Edition bottle—“rich, bold, and heavy,” just like the cognac inside.

The D’USSÉ Friday revival centers around the idea of shifting out of hustle mode and into recognition—encouraging everyone to raise a glass to progress. Latto, who recently completed a European tour and is gearing up to release new music, has infused the campaign with her signature “Big Mama” charisma, bringing Atlanta energy and unapologetic flair to the nationwide rollout.

She’s also behind the campaign’s signature cocktail: the D’USSÉ Peach Lemonade, a sparkling blend of cognac, lemonade, peach syrup, and prosecco that nods to her 2024 LP and Georgia roots. It’s a cocktail designed for summer patios and celebratory pours, best served over ice with a lemon wheel and peach slice for garnish.

Founded at the prestigious Château de Cognac in France, D’USSÉ blends over 200 years of heritage with modern audacity. Its rise has challenged assumptions about how cognac can be consumed and by whom—offering a mix of refinement, versatility, and cultural relevance. At the helm is Agathe Boinot, the youngest female Cellar Master among the major houses, who continues to shape the brand’s evolution.

The VSOP (Very Superior Old Pale) and XO (Extra Old) expressions have become staples in both classic and contemporary cocktail settings, but the Magnum Edition marks a standout moment—crafted for gatherings, premieres, and the kinds of celebratory rituals D’USSÉ Friday is built around.

The campaign’s influence will stretch well beyond its Atlanta and Chicago launch activations. D’USSÉ will host over 100 Victory Pour events at premier venues across major U.S. cities throughout the season. Additional collaborators and cultural figures are expected to join in as the summer unfolds, creating a network of shared moments designed to elevate community and creativity.

Joining Latto is Ravyn Lenae, whose critically acclaimed sophomore album Bird’s Eye has made waves across platforms and earned praise from NPR, The Washington Post, and Pitchfork. Her campaign stop in Chicago promises to channel her ethereal, genre-defying artistry into an event that celebrates musical evolution and personal expression.

D’USSÉ Friday doesn’t just invite fans to drink—it calls on them to reflect, recognize, and ritualize the joy in their journey. Whether it’s a creative milestone, a quiet triumph, or the simple satisfaction of another week completed, this campaign reframes cognac not just as a luxury spirit but as a symbol of earned celebration.

Raise your glass. This Friday—and every Friday—is for the Victory Pour.