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Jay-Z partners with LVMH to grow Armand de Brignac champagne

“We’re aligned in our thoughts of integrity and passion for the things that we build.”

words by: Kai Acevedo
Mar 6, 2021

“If money talks, the whole world’s about to hear me out/See, I’m a hustler’s hope, I’m not his pipe dreams/So when they speak of success, I’m what they might mean” — Jay-Z, “Go Crazy (Remix)”



It’s been more than 15 years since Jay-Z first told us, “I’m not a businessman, I’m a business, man!” And now that his corporate takeover has covered music, entertainment, sports, tech, cannabis, culture and more, it’s safe to say that his skills in the boardroom are almost as respected as his knack for hit-making. The Blueprint artist and billionaire has been lowkey using his business acumen and creative genius to conquer the luxury goods market with Armand de Brignac. The high-end champagne brand is so litty that Moët Hennessy, a subdivision of Louis Vuitton Moët Hennessy, just purchased a 50% stake in it.


Armand de Brignac, also known as Ace of Spades, will now be a part of LVMH’s family of world-renowned wines and spirits, joining the likes of status symbols such as Dom Pérignon, Hennessy and Moët & Chandon. The mogul that’s been behind liquor brands D’USSÉ and Armadale will retain a 50% stake in the champagne company he’s developed from the ground up. Hov first invested in Armand de Brignac in 2006 and by 2014 had purchased the rest of the company that now sells hundreds of thousands of gold and silver bottles annually.


The Hard Knock Life artist, entrepreneur and philanthropist discussed the game-changing deal that had been in the works since 2019 with Moët Hennessy’s CEO Philippe Schaus on CNBC’s Squawk Box. He explained that mutual respect was at the root of his decision to collaborate with the world’s leading luxury conglomerate. “We’re building luxury products and Moët Hennessy goes about it the same way, so we’re aligned in our thoughts of integrity and passion for the things that we build,” said the Roc Nation founder.



Prior to making a splash with Armand de Brignac, Jay-Z’s gold bottle of choice was Louis Roederer’s Cristal. He rapped about Cris in songs, popped bottles of Cris in videos and in 2006 began to boycott Cris. After learning that an executive representing the first champagne label he helped make cool wasn’t the biggest fan of his culture’s support, Hov decided to take his influence elsewhere.


“We were happy being consumers of this brand and as the universe would have it an opportunity came right shortly thereafter,” said the New York native. “It was just perfect to build our own thing.” And built he has.


Photo via Seth Browarnik/World Red Eye