By LoffMusic Editor
New York, October 18, 2025
Hip-hop was born in the neighborhoods to conquer the world.
And few artists have understood this expansion as well as Curtis “50 Cent” Jackson, who has just signed a new masterstroke: the launch of the most expensive cognac in his portfolio, a luxury collaboration between his brand Sire Spirits and the legendary French house Lalique.
The result: Branson 505 Edition Cognac, a collector’s item priced at $25,000 a bottle, a design that borders on sculpture, and a background that is as symbolic as it is philanthropic.
The power of a glass: art, culture and purpose
50 Cent presented the limited edition at the Lalique Townhouse in Manhattan, in an evening that brought together executives, collectors, artists and journalists from the world of luxury and music.
The rapper, dressed in black tie, raised his glass and summed up the spirit of the project with a phrase that could be engraved in crystal:
“This is about craftsmanship, culture and giving back. We’ve created something that will outlive us: real art that tells stories, and every bottle helps someone else write theirs.”
Each of the 505 numbered bottles of Branson 505 Edition was handcrafted in the Lalique workshops in Alsace.
The decanter – a hand-blown, engraved and polished work of art – features a lion’s head symbolizing 50 Cent’s strength, leadership and urban royalty.
Inside rests a cognac “Hors d’Age” up to 100 years old, distilled in France’s Grande Champagne region. The amber liquid reveals notes of white truffle, candied orange peel and old oak: an experience designed for silence and contemplation.
When luxury becomes legacy
Beyond glitz, the project has a purpose.
For every bottle sold, $5,000 goes to the G-Unity Foundation, 50 Cent’s charity that funds education and entrepreneurship programs for youth in vulnerable communities.
“Every sip is an investment in the future,” declared the artist, who has turned his career into a case study in how hip-hop can mutate into philanthropy, branding and global culture.
Lalique × Sire Spirits: two worlds, one language
The meeting between the century-old craftsmanship of Lalique and the entrepreneurial vision of 50 Cent has surprised the industry.
Silvio Denz, president of Lalique, defined the collaboration as “a natural alliance between two forms of excellence: the art of glass and the art of perseverance”.
And if Lalique represents the history of European luxury, 50 Cent symbolizes its contemporary version: that of the self-made man who builds empires from popular culture.
Branson 505 Edition: luxury, philanthropy and attitude
Cognac 505 Edition will not only be sold by private invitation, but will include access to an exclusive community called 505 Society, with events, commemorative NFTs and immersive experiences.
More than a drink, it is a statement of intent: a marriage of art, music and social engagement.
In a world where luxury is often measured by price, 50 Cent proposes a different model: luxury as a symbol of culture, legacy and community.
And with Branson 505 Edition, the toast is to them all.
