
Curtis "50 Cent" Jackson and Lalique Raise the Bar on Ultra-Luxury with the Launch of the Branson 505 Edition Cognac and the 505 Society
When it comes to turning a spirits launch into an unforgettable evening, Curtis "50 Cent" Jackson and the legendary French crystal house Lalique delivered. On the evening of October 15, 2025, New York's Upper East Side was abuzz as the duo hosted an exclusive, star-studded unveiling of the Branson 505 Edition Cognac by Sire Spirits × Lalique at Lalique's Manhattan Maison d'Artiste. The event was a perfect intersection of celebrity, craftsmanship, philanthropy and avant-garde luxury.
"A Night to Remember: The Launch Event" was set within four curated floors of the Lalique townhouse in NYC. The soirée welcomed a hand-picked list of VIPs, celebrities, tastemakers and media. Among those in attendance were TV personality Meredith Marks, Power actor Joseph Sikora, MSNBC host Ari Melber and many more who became the first in the world to view and taste the Branson 505 Edition.
Guests were guided through the unveiling sequence by Sire Spirits Founder Jackson, Lalique Group Executive Chairman Silvio Denz and Marc Larminaux, Lalique's Artistic and Creative Director. After the dramatic reveal of the crystal carafe, attendees were treated to a tasting of the ultra-rare cognac, accompanied by speeches, immersive displays and curated experiences across the mansion's levels.

Culinary highlights of the night came courtesy of Chef Daniel Boulud, a longtime collaborator and collector, serving bespoke dishes that paired with the Branson line's spirits, Le Chemin du Roi champagne and select wines from Vignobles Silvio Denz. As guests meandered between Lalique's galleries and installations, the ethos of the collaboration — heritage, artistry and visionary luxury — was front and center.
The Branson 505 Edition is not just a cognac — it is a marriage of liquid artistry and crystal sculpture. Limited to 505 hand-etched, individually numbered decanters, each one contains a bespoke blend of Grande Champagne eaux-de-vie (200 in total) — some aged more than a century — all drawn from the dry cellars of the Louis Charlin House's Paradis. The spirit itself is described by the creators in layered terms: a nose of damp undergrowth, patinated leather and citrus zest, a palate of white truffle, candied fruit, ancient spices and a finish that unfolds over more than 30 caudalies (a unit used in cognac tasting).
The decanter is a feat in itself. Crafted in Lalique's Alsace workshops using blown and pinched glass, engraving, cutting and meticulous polishing by hand, the form pays homage to René Lalique's early perfume bottles while evolving into a modern sculptural silhouette crowned by a majestic lion — symbolizing strength and mastery. The vessel arrives in a custom wooden and marble case with brass accents, illuminated compartments, a signature "LionHead" key and accompanying snifters, serving pipette, leather carry bag and more — a complete sensory and tactile luxury experience.
As 50 Cent told us during a brief interview at the event, "This isn't just a bottle — and this isn't just a cognac. It's a statement. I wanted something that carries legacy, power, art and purpose all in one. I see it as a manifesto for the future. … The crystal carafe will endure as a piece of art. Decades from now, people will still look at it and say, 'This was more than a spirit.' I want it to live beyond my lifetime."

Silvio Denz added in remarks that despite coming from different worlds, their shared commitment to audacity, creativity and excellence united the project. Together, they aimed to shatter expectations of what a luxury spirits collaboration could reflect.
Beyond its beauty and rarity, the Branson 505 is anchored in philanthropy and community. Ownership is invitation-based, beginning with a $5,000 donation to The G-Unity Foundation, Jackson's nonprofit that supports underserved communities. Once the donation is processed, purchasers can reserve a preferred bottle number; they have 30 days to complete the purchase with an additional $20,000 (bringing the total to $25,000). White-glove, international delivery is available.
Those who purchase become Founding Members of the 505 Society, a private club designed to blend luxury with purpose. Perks include:
–A hand-crafted Lalique coin and digital NFT
–Welcome messages from Curtis "50 Cent" Jackson and Silvio Denz
–Invitations to concerts, sports suites and VIP events
–Exclusive Lalique travel and private experiences
–Priority access to future Sire Spirits × Lalique releases
–Complimentary membership for two years, renewable thereafter with a $5,000 annual donation
In effect, the 505 Society marries discretionary luxury with active giving — a model that reflects Jackson's long-standing commitment to "conscious capitalism."

This launch is a watershed moment in celebrity-driven luxury. The Branson 505 Edition demonstrates a genuine fusion of high craftsmanship, heritage and institutional partners. It signals that Jackson (already a force in entertainment and business) is expanding into cultural legacy. The partnership with Lalique is particularly strategic. It aligns Jackson with one of the world's most respected houses of artistry and positions the project at the intersection of drink, design and collectible culture. For luminaries and collectors, this is less about sipping and more about owning a statement.
And as 50 himself said, "When you open a 505 bottle decades from now, you'll taste more than a spirit. You'll taste ambition, care and a world we tried to build better."
Stay tuned for updates from the 505 Society.