The release is ultra-exclusive, with inquiries to purchase offered by invitation only. Image courtesy of Lalique French crystal maker Lalique is crossing over with a music industry icon.
On Oct. 16, the brand announced its collaboration with Sire Spirits, the beverage brand founded by American rapper, actor and television producer Curtis Jackson, known best by the stage name 50 Cent. Together, the duo has unveiled the 505 Edition Branson Cognac, a limited-edition, ultra-luxury sip housed within a custom, crystal decanter forged by the heritage prestige house.
“I am honored by this collaboration with Curtis '50 Cent' Jackson, a true visionary,” said Silvio Denz, executive chairman of Lalique Group, in a statement.
“Though we come from different worlds, we share the same values: audacity, excellence, and creativity,” Mr. Denz said. “Together, we have surpassed the boundaries of imagination.”
Clinking glasses
The new pour is limited to 505 hand-etched and numbered bottles.
Each unit is showcased in a unique display case forged from wood and marble; its base lights up with LED bulbs, illuminating the decanter with warm colors. The package also includes a Branson x Lalique plaque, a serving pipette and a leather carrying bag.
The beverage features notes of various fruity flavors, as well as hints of black licorice, white truffle and Sichuan pepper, among other touches. Image courtesy of Lalique
“This cognac represents a legacy I want to pass on – the nectar will still have a story to tell, and the crystal carafe will endure as a unique piece of art,” said Mr. Jackson, in a statement.
“This is more than a cognac – it's a manifesto, a bridge between French heritage, the American dream and my strong belief in conscious capitalism,” he said. “It represents everything that embodies an aspirational lifestyle.
“Through Lalique's artistry and my Foundation's mission, we've created something timeless that will inspire for generations.”
Ownership of the 505 Edition Branson Cognac grants membership to the 505 Society, an exclusive, virtual membership club founded by the rapper. Image courtesy of Lalique
To purchase the limited-edition beverage, interested parties must first donate $5,000 to The G-Unity Foundation, Mr. Jackson’s nonprofit, which empowers at-risk youth in various major American cities. From there, the spirits label will reach out with the opportunity to reserve their bottle for a $20,000 fee.
Making waves
Over the past several weeks, the creative-minded crossovers have been at the heart of the luxury spirits sector’s activations.
Last month, LVMH-owned Cognac brand Hennessy continued its long-running Hennessy Cypher program, spotlighting talents from the African hip-hop scene (see story). Meanwhile, Ultra-premium spirits brand Cincoro Tequila crafted a one-of-a-kind Extra Añejo bottle in collaboration with American rapper Travis Scott, debuting a soon-to-be expanded partnership in the process (see story).
Mr. Jackson’s latest luxury beverage was unveiled during a special event at the Lalique Townhouse in Manhattan. Image courtesy of Lalique
Outside of the music space, fashion designers Gaurav Gupta (see story) and Olivier Rousteing (see story) have also added their inspirations to the growing catalog of in-industry collaborations.