Jay-Z’s Armand de Brignac Champagne is due to release its third and most expensive limited edition Champagne this week in the US and in the UK on the 16th September. The world’s top rapper’s commercial acumen has seen him set trends and create a vast fortune throughout his career and his acquisition of Armand de Brignac in 2006 has seen the brand’s profile rise and enjoy considerable growth in value since then.
According to an article in Forbes Magazine, Jay-Z’s involvement with Armand de Brignac came as a result of a perceived slight by Ferderic Rouzaud, then CEO of Louis Roederer when asked about the popularity of their Cristal Champagne within the hip-hop community. As a result, Jay-Z boycotted Cristal and launched his own brand of bubbly, nick-named ‘Ace of Spades’.
This latest Armand de Brignac limited edition Champagne, named A3, is the third Blanc de Noirs in a series called Assemblage. Made from 100 per cent Pinot Noir, it is a blend of the 2009, 2010 and 2012 vintages, which was disgorged in April this year. A total 3,535 bottles have been produced and it will retail at US$850 per bottle in the US and £1,095 in the UK. At this price it is one of the most expensive Champagnes in the market and will be exclusively launched at Harrods.
Sporting the signature Ace of Spades label, there is no doubt that it will appeal to fans of Jay-Z that have the pocket and may well become a collector’s item. But there are questions about style over substance – and ultimately the price tag maybe more linked to the label and its famous owner than the Champagne in bottle.
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