Rappers, Hip-Hop and their Cognac

Why is it that cognac attracts so many rappers to promote its cause?  Maybe they are attracted to the meticulous craft it embodies or the respect it commands in the spirits world?  Courvoisier recently launched a new campaign starring American rapper A$AP Rocky.  Called ‘Honour Your Code’ it embodies the brand’s values of ‘dedication, vision and respect for tradition’.  “I think your code is equivalent to your standards and your morals. It’s whatever you believe in and you should always stand by it.” said A$AP Rocky.  It was a similar view that drew Jay-Z to Château de Cognac 6 years ago.  His proposition to create a new blend that would not only honour the region’s history but push the boundaries of traditional consumption resulted in the production and partial ownership of D’ussé Cognac.  So, these rap artists’ foray into the world of cognac not only helps to expose the spirit to a younger audience, they associate it with many traditional values.  More recently Jay-Z has been involved in the Hurricane Maria relief effort.  D’Ussé cognac was given away to all those donating items or money to the fund.  Now that is community spirited!