In 2016, liquor endorsements are almost as integral to an artist’s success as a record deal. Rap moguls like Diddy, 50 Cent, Jay Z, and, most recently, Drake, have all aligned themselves with booze brands over the years, often raking in millions of dollars in the process.
Now, in his latest key to success, DJ Khaled has signed on as the new ambassador of Dussé, the cognac company fronted by Jay Z.
“I spent my whole life striving to be one thing...the best!” Khaled wrote on Instagram last week. “In staying true to my life and cloth I proudly announce my partnership with Dussé, the best cognac in the world. I'd like to thank my manager and partner and my brother Jay Z for the opportunity to carry the Dussé logo to new heights.”
“I am the Dussé Don!” he added. “Respect the Code!!!”
The timing of the deal makes sense for Khaled. Earlier this year, the Miami-bred producer signed a deal with Jay Z’s Roc Nation, with the rapper personally serving as his manager. The announcement was again made in an Instagram video where Jay Z presented Khaled with an original Roc-a-Fella chain as the pair sipped Dussé out of snifters.
“So much blessings I needed the right team to help me embrace it right,” Khaled wrote at the time, hinting at future deals. “And when I say embrace I mean brand partnership.”