Rapper Shawn Carter aka Jay- Z acquired the champagne brand Armand De Brignac from Sovereign Brands. Also referred to as Ace of Spade because of its distinctive logo engraved on special metal bottles, Armand De Brignac has become synonymous with supreme luxury, with a retail price for its Brut Non Vintage cuvée averaging EURO 200/USD 300.
The champagnes are actually produced by the Cattier Champagne House since the brand’s beginning in 2006.
Armand de Brignac great popularity in the US was boosted by the rap video “Show Me What You Got”, where Jay Z sends back a bottle of Roederer’s Cristal and orders instead a bottle of Armand de Brignac.
Jay Z long association with the brand started when the rapper sought another champagne after being angered by a Roederer’s comments about Cristal’s popularity in the rap world, describing it as “unwelcome attention”.
In 2012, Jay Z and wife Beyoncé held a fundraiser event for President Barack Obama that included a tower of 350 bottles of Ace of Spades worth an estimated USD 280,000.
In 2009 Armand De Brignac arrived first in a blind tasting of 100 champagnes by Fine Champagne Magazine.