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Fortune
Fortune
Prarthana Prakash

As Rémy Cointreau profits slump 30% and fine tequila becomes more popular, will American rap fans help French cognac rebound?

Usher posing with a bottle in his hand (Credit: Greg Doherty—Getty Images for Rémy Martin)

Fine cognac is one of those rare things that unites 18th-century aristocrats and modern gangster rappers, whose love for the drink has repeatedly spilled over into their lyrics.

That revived cognac sales once before, but the industry could do with another pop culture boost right about now. 

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