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The most recent successful investment of rap billionaire Jay-Z, D’Ussé, launched its XO (Extra Old) cognac during a classy and star-studded affair at the Marabi Club in downtown Joburg on Wednesday evening.
In attendence were the likes of Stogie T, the Metro FM duo of Melanie Son and Relebogile Mabotja, Sal Masekele, Anele Mda as well as master mixologist and D’Ussé global brand ambassador Sullivan Doh.
The do could not have been classier as it was punctuated with good music, no boring speeches, great food pairings for the semi-vegan types as well as a bit of tasteful mystery. The Bacardi-owned D’Ussé officially unveiled the XO as a follow up to the success of the Very Superior Old Pale (VSOP) premium range.
Speaking to City Press on the sidelines of the event, master distiller Michel Casavecchia, who boasts more than three decades of experience, said he was over the moon when he was asked to create the one-of-a-kind premium VSOP cognac seven years ago.
He said creating the latest mixable XO masterpiece without compromising quality for quantity demands was an equally fulfilling opportunity that only a few distillers get in a lifetime.
Ingrid Best, D’Ussé global senior brand manager, said South Africa has proven to be the biggest market for the VSOP brand outside the US and the new range offers more diversity as it can be enjoyed either clean or mixed.
“We are not surprised at the performance of the brand. We are the largest-growing VSOP in the US and the brand is only seven years old. It’s a big plus that we are also in a joint venture partnership with some really cool people and the fact that the folks that are pushing the brand are interested in what real people are doing out there,” she said.
Rap mogul Jay-Z, who became the face of the high-end D’Ussé cognac at its launch in 2012, recently became a certified billionaire and his joint venture investment with Bacardi has been credited with boosting his wealth past the billion dollar mark.
‘It’s not about looks and hype, just The Voice!” is the payoff line for South Africa’s version of the popular reality singing competition.
But the media launch at Sasani Studios in Highlands North was about all three – looks, hype and voices. A red carpet led us into the event, hosted by the dashing, slightly greying and friendly Lungile Radu, the presenter on the show.
Guests were welcomed with gifts of selfie sticks. One was encouraged to take a selfie and share it on Twitter using the hashtag #TheVoiceSA to win a prize.
A violinist in a bubble caught everyone’s attention – especially Radu’s, who was very excited about her presence. She played hits such as Coldplay’s Viva La Vida as guests enjoyed a range of snacks, the bar overflowing.
All The Voice coaches – not judges, they hate it when you call them that – were present in the large hall decorated simply with colourful display lights. Lira, Karen Zoid, Bobby van Jaarsveld and Kahn Morbee were all in fine form and looking hot. Lira rocked a black-lace-inset maxi dress by fashion house Black Coffee.
“I can feel the buzz, that OMG it is really here. It’s so exciting,” she enthused to City Press. “We really have good talent. Every one of the hundreds of people we auditioned was really great. It was difficult to have to turn some away ... we could only choose 14 people each.”
Blind auditions were filmed at the studios in December.
Next we were given a sneak peek of the show – let’s just say Lira is the best-loved coach and someone faints in episode two – followed by a song from Matthew Mole. Then we got a tour of The Voice studio. Mingling in the crowd was Isidingo’s Richard Lukunku and Khanya Mkangisa, Rhythm City’s Nolo Phiri, and Carte Blanche’s Claire Mawisa and Bongani Bingwa.
After a great feast on dessert, we were pampered with hampers of all kinds of tech delights.
Although there’s been all sorts of Twitter anger at the whiteness of the judges, that wasn’t raised at the launch. The final assessment will probably have to be up to viewers tonight after the dazzling debut episode.
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