LVMH buys 50% stake in Jay-Z’s champagne brand Armand de Brignac

Jay-Z and Dylan Jones attend the Armand de Brignac ‘A Taste of Gold’ social gathering hosted by Jay-Z and the editor of GQ Magazine Dylan Jones, at Automat on July 2, 2008 in London, England.

Dave M. Benett | Getty Images Entertainment | Getty Images

Moet Hennessy, the wine and spirits division of luxurious conglomerate LVMH, introduced Monday the acquisition of a 50% stake in rapper Jay-Z’s champagne brand, Armand de Brignac.

Financial phrases of the deal weren’t disclosed.

Jay-Z’s relationship with Armand de Brignanc began in 2006 with an look in his “Show Me What You Got” music video earlier than the brand formally launched later that yr. He had beforehand endorsed Cristal in his songs earlier than an government of the dad or mum firm made disparaging feedback about its function in hip-hop tradition. The rapper, whose given title is Shawn Carter, purchased Armand de Brignanc in 2014.

The brand, which is understood by the nickname “Ace of Spades,” offered extra 500,000 bottles in 2019. With fewer events and nights out, the coronavirus pandemic has hit champagne gross sales. Industry commerce group Comite Interprofessionnel du Vin de Champagne estimated that champagne gross sales fell $1.2 billion, or 18% by quantity, final yr.

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