Armand De Brignac Ace Of Spades – Brut Gold Champagne (Jay-Z)

Armand de Brignac & LVMH: A Strategic Alliance

Jay-Z, whose real name is Shawn Carter, originally acquired Armand de Brignac in 2006, transforming it into a symbol of luxury and cultural influence. Known for its metallic bottles, hand-applied pewter labels, and prestige cuvées, the brand sold over 500,000 bottles in 2019, appealing to a high-end, celebrity-driven clientele.

In February 2021, LVMH’s wine and spirits division, Moët Hennessy, announced the acquisition of 50% of Armand de Brignac, forming a joint venture with Jay-Z. While financial terms were not disclosed, the move was seen as a strategic alignment between cultural capital and luxury distribution power.

Jay-Z commented:

This deal also reflects LVMH’s continued interest in expanding its portfolio of prestige Champagne houses, which already includes Dom Pérignon, Krug, Veuve Clicquot, and Moët & Chandon.