Jay-Z, whose actual identify is Shawn Carter, gave the model a lift in 2006 when he featured one in all their bottles in a music video after a public fallout with Cristal, a rival model. Carter accused Cristal of racism after an government for the model mused in an interview about whether or not partnering with a rapper would hurt its picture.
In 2014, Carter purchased Armand de Brignac for an undisclosed sum. The model offered greater than 500,000 bottles worldwide in 2019.
Moet Hennessy President and CEO Philippe Schaus mentioned Armand de Brignac breaks boundaries and displays up to date concepts of luxurious, even because it helps historic Champagne-making traditions.
“We’re extremely proud to be partnering with them,” Schaus mentioned.
Carter mentioned the partnership will assist Armand de Brignac develop and flourish, noting Moet Hennessy’s monitor file of creating luxurious manufacturers like Dom Perignon and Veuve Clicquot. Moet Hennessy is the wine and spirits division of luxurious items firm LVMH.
“It’s a partnership that has felt acquainted your entire time,” Carter mentioned.
Carter is one in all a number of celebrities to revenue from a partnership with an alcohol model.
Actor George Clooney co-founded Casamigos, a tequila model, in 2013. It was bought by beverage large Diageo in 2017 for $700 million. Final yr, Diageo additionally scooped up Aviation American Gin, a model co-owned by actor Ryan Reynolds, for $610 million.
Actor Dwayne “The Rock” Johnson not too long ago launched a tequila model known as Teramana. Singer John Legend has his personal wine label, LVE. And in 2018, singer Bob Dylan launched the Heaven’s Door whiskey model.