Moet Hennessy is buying a 50% stake in the hiphop legend Jay-Z’s Champagne brand, Armand de Brignac.
Moet Hennessy is the world’s leader in luxury wines, according to their website.
Armand de Brignac is known widely as Ace of Spades. The Rock Nation founder catapulted the brand into fame shortly after featuring their bottles in a 2006 music video.
In 2004, Jay-Z, whose real name is Sean Carter, brought the brand for an undisclosed sum. In 2019, the rapper’s champagne sold over 500,000 internationally.
“For years we have been following the fantastic success of Armand de Brignac,” says Philippe Schaus, President & CEO of Moët Hennessy in a statement. “And admiring their ability to challenge some of the rules of the Champagne category. Often referred to as ‘Ace of Spades’, Armand de Brignac breaks barriers and reflects contemporary luxury, while preserving the traditions of the Champagne terroirs. Today, 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.”
“I’m proud to welcome the Arnault Family into ours through this partnership,” Carter says in a statement.
Their 50%-50% partnership ensures that each party will be able to share their ideas and expertise.
“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”, adds Schaus.