JAY-Z has sold a 50 percent stake in his luxury champagne brand Armand de
Brignac [“Ar-maund duBrin-yak”] to LVMH Moët Hennessy Louis Vuitton, it was announced this morning.
While financial terms of the transaction were not disclosed, the partnership allows
LVMH to appeal to a younger, more diverse clientele while giving JAY-Z an
increased presence in an old, elite, European industry.
“Just the idea of this partnership is a signal to a more diverse way of looking at
things,” JAY-Z told The New York Times.
The Ace of Spades deal was initially discussed in the summer of 2019, when JAY-Z hosted a lunch at his house for Bernard Arnault, LVMH founder and chairman.
The champagne brand, which sells its gold bottles for $300 apiece, has appeared in JAY- Z’s music videos including 2006’s “Show Me What You Got?” and 2007’s “Roc Boys (And the Winner Is).”