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Friday 28 November 2014

Armand de Brignac launches $500k ‘Dynastie’

16th May, 2013 by Lucy Shaw

Keen to carve a niche as the leader in large format bottles, Champagne brand Armand de Brignac has released a “Dynastie” collection priced at $500k.

The Armand de Brignac Dynastie

The Armand de Brignac “Dynastie” collection

The equivalent of 109 standard 75cl bottles, Dynastie is formed of nine different bottles of Armand de Brignac Brut Gold NV, ranging from a standard 75cl bottle to a 30L Midas.

The launch marks the release of three new bottle sizes of Brut Gold NV – the 4.5L Rehoboam, the 9L Salmanazar and the 12L Balthazar, which go on sale on 1 June.

In addition, a 1.5L magnum, 3L Jeroboam, 6L Methuselah and 15L Nebuchadnezzar will also make an appearance in the Dynastie fleet.

The collection will make its world debut at recently opened restaurant-cum-nightclub Hakkasan Las Vegas at the MGM Grand Hotel, priced at $500k.

Meanwhile, it will make its European debut at the Billionaire Club in Monaco on 24 May ahead of the Monaco Grand Prix on 26 May, with a list price of €300k.

When ordered, save for the Midas, which will be carried by hand, the remaining eight bottles will be presented to their buyer in gold plated, bath-shaped, Armand de Brignac branded ice buckets.

“Dynastie is an unparalleled concept in the Champagne industry, and the same can be said about Hakkasan Las Vegas for global nightlife,” said Armand de Brignac’s global director of PR and brand communications Yvonne Lardner.

Bright lights, Sin City: Hakkasan Las Vegas

Bright lights, Sin City: Hakkasan Las Vegas

“We’re only able to make very few large formats, especially our 30L Midas, so production of the Armand de Brignac Dynastie will be highly limited,” she added.

Lardner also hinted that plans are afoot for an Armand de Brignac Rosé Midas.

A small number of Brut Gold Midas’ were made for the global market last year and were sold on a first come first served basis.

Banker Alex Hope and the Boston Bruins ice hockey team splashed out on the 30L bottle of fizz in Liverpool and Connecticut respectively, the former racking up a bar bill of £200,000.

A favourite among rappers including Jay-Z, Kanye West and Drake, Armand de Brignac is made by Champagne Cattier and distributed in the US by Sovereign Brands. Champagne Cattier celebrates its 250th anniversary this year.

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