Jay-Z is cashing in on his champagne brand. Or maybe, LVMH is cashing in on the rapper and mogul’s name. However you look at it, Moët Hennessy is buying 50% of Armand de Brignac.
Armand de Brignac is most widely known for it’s Ace of Spades cuvée. You know, those flashy bottles that Hova and Beyonce flash at big events.
Jay-Z’s involvement with the brand has some serious roots. In 2006, Frederic Rouzaud, Manager of Cristal parent Roederer, bemoaned the popularity of his bubbly with rappers and their audience. Notoriously, he griped, “What can we do? We can’t forbid people from buying it.”
In response, Jay-Z began a Cristal boycott and started plugging Armand de Brignac. In 2014, he dug in deeper, purchasing a majority stake in the de Brignac for $200 million. de Brignac has enjoyed a mercurial rise in the times since, becoming a staple at A-list parties and championship celebrations.
“We are going into this partnership on equal terms together with JAY-Z and his family and with the same conviction that we are only at the beginning of a wonderful story. Together, we will lay a strong path forward to firmly cement Armand de Brignac as a luxury icon for current and future generations of customers”, explained Moët CEO Philippe Schaus.
Hova is also active in the Cognac world where he owns a share of D’ussé.