Hov famously bought the Armand de Brignac champagne brand in 2014 following a
Soon after Rouzand’s comments, JAY-Z placed Armand de Brignac in a music video for his single “Show Me What You Got,” and continued to promote the French sparkling wine until he acquired it six years later in 2014. In doing so, he challenged the rules of the Champagne category and upset the insular industry. The $225 bottle arrives in gold bottles (just like Cristal did) but unlike its counterpart, Armand de Brignac appealed to a diverse audience.
“We had been following its success over the last few years and we thought, this is crazy. Most Champagne brands see very modest growth, and he was just shooting up through the ranks,” Philippe Schaus, chief executive officer of Moët Hennessy, the wines and spirits division of LVMH, told
“We are already global leaders with our prestige Champagne brands – Dom Pérignon, Krug and the prestige cuvées of Veuve Clicquot and Ruinart – but Armand de Brignac has created another niche and in some respects revolutionized the prestige category, so we wanted to be part of that,” Schaus explained. “They opened Champagne to a new clientele, so in that sense, it’s a great complement to our portfolio.”
For JAY-Z, whose fortune
The partnership includes a global distribution agreement and Carter and Moët Hennessy will have equal say in future decision-making. The financial terms of the deal have not been made public but on his feature on Meek Mill’s “