The new cognac from Curtis Jackson (AKA rapper 50 Cent) and Lalique is so exclusive that purchase is by invitation only, with buyers asked to donate to charity to nab a bottle
Words: Bridget Arsenault
How do you go about creating a world-class cognac? Begin by collaborating with an esteemed French glassmaker that dates back to 1888. This was Curtis “50 Cent” Jackson's approach to developing his 505 Edition Branson cognac in partnership with Lalique. “René Lalique was ahead of his time – bold, artistic and fearless,” says Jackson of the brand's founder. “When I saw those early perfume bottles, they had a spirit to them… a mix of elegance and edge. That era wasn't afraid to experiment. It had attitude.
And that matched the energy of what I wanted the 505 Edition to stand for. It felt like the perfect way to bridge history with modern luxury.” From the first creative meeting in 2020, Jackson, together with Silvio Denz, Lalique's executive chairman and chief executive, and Marc Larminaux, the brand's artistic and creative director, set about harnessing that spirit of discovery and experimentation. “I've always been drawn to people and brands that operate at the highest level,” says Jackson. “And Lalique is one of the rare houses that's been doing that for over a century. We both wanted to push the boundaries of what a spirit could represent. That's how the 505 Edition was born: two worlds coming together to build a masterpiece.”
After meeting Denz, Jackson wanted to understand Lalique's history. This is, after all, a brand so storied that it has its own museum. Built atop a ruined 18th-century glassworks in Wingen-sur-Moder, France, Musée Lalique is home to 650 artefacts, a paean to Lalique and further proof of its founder's genius, which earned him the nickname the “Rodin of transparencies”. It was this exploration in France that solidified the partnership. “Going to Alsace was eye-opening,” says Jackson of his time in the French region that has for centuries manufactured jewels, tableware, lamps, vases, crystal pieces, perfume decanters and more. “You think you understand craftsmanship until you watch Lalique's artists work up close. Every cut, every detail, every moment at that furnace is intentional. There's no rushing it. No shortcuts.
It's generations of skill passed down, and you feel that energy in the room. What I learned is simple: perfection takes time, discipline and respect for the craft. You can't fake that.”It's about making the small details feel special and unexpected. And that goes beyond what they are producing to where they are giving back. You can't pluck a bottle of Branson 505 Edition off the shelf. Purchase is by invitation only and begins with a $5,000 (E3,800) donation to the G-Unity Foundation, Jackson's charity (then $20,000 to buy the liquor and its resplendent case). “They get a personal invitation to purchase one of the bottles and trust me, these bottles are extremely limited – and I kept number 50 for myself,” says Jackson. “Everything is bespoke, handcrafted and delivered with the level of service that matches the product. It's not a transaction, it's an experience.”
Added to that, you'll become a founding member of the 505 Society, a virtual private club promoting philanthropy through private experiences and international events. Philanthropy is a throughline for Jackson, who founded his American non-protit back in 2005. “The donations go straight into programmes that give young people real opportunities, not just dreams,” he says. “We invest in entrepreneurship training, financial literacy, business incubation, leadership development… tools that actually change trajectories. My goal has always been to show kids what's possible when they're given access, mentorship and support. That's how you build the next generation of leaders.”
