News
Ace Of Spades Thriving
Jemima Hunter
August 10, 2021
Moet Hennessy partnered up with Jay-Z Carter, purchasing a fifty percent stake in his high-end champagne brand ‘Armand de Brignac’. The American rapper used the bottle otherwise known as ‘Ace of Spades’ in his previous Show Me What You Got music video in 2006, which made the new addition to the US market immediately popular.
Carter enabled the brand to evolve by rapping about Armand de Brignac in his tracks and often sharing the champagne at events. In 2014, the celeb bought the company outright for over six hundred million dollars and began expanding brand recognition that led to increasing sales. In 2019, the sales racked up to over fifty thousand and the partnership has followed a global distribution agreement at the beginning of the year.
‘We are incredibly proud to be partnering with them and believe that the combination of our Champagne experience and international network coupled with Shawn Jay-Z Carter’s vision, the strength of the Armand de Brignac brand and quality of its range of prestige cuvées will allow us to take the business to new heights across the world.’
Founded in 1987, Moet Hennessy has established itself as a classic, with both a Parisian and multinational co-operation specialising in luxury items. At the turn of the 21st century, the original owners of Armand de Brignac Champagne, the Cattier family, began producing bottles of reserve wines and the champagne project in the cellars of France.
The family from the north-western French village of Brignac was able to make a small fortune from their business but had an unforeseen increase in funds after Carter bought the company and distributed the brand worldwide.
Now, the self-made celebrity continues to expand his alcoholic beverage brand and grow something small into a future empire which will remain inclusive of his artistry.
‘Nowadays there are so many celebrities involved in brands. Jay-Z was a pioneer’
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