Champagne to rival Armand de Brignac launched

31st July, 2013 by Lucy Shaw

A British entrepreneur has created a Champagne brand aimed at the hip hop community to rival rapper Jay-Z’s favourite fizz, Armand de Brignac.

Each bottle of Goût de Diamants is finished with a brilliant cut Swarovski crystal

Goût de Diamants (Taste of Diamonds), is the brainchild of 29-year-old Shammi Shinh, founder of Knightsbridge-based Prodiguer Brands.

Made from 100% Grand Cru grapes, Goût de Diamants is produced at the 8-hectare, family-owned, Champagne Chapuy in Oger.

Shinh’s partnership with Champagne Chapuy mirrors Brett Berish, CEO of Armand de Brignac’s collaboration with Champagne Cattier in Chigny les Roses.

Each bottle of Goût de Diamants is adorned with a brilliant cut Swarovski crystal in the centre of a diamond-shaped pewter design resembling the Superman logo.

Armand de Brignac Blanc de Blancs

Armand de Brignac Blanc de Blancs

Borrowing design cues from Armand de Brignac, the back of each bottle boasts a hand-engraved pewter label featuring details of the blend inside.

The four-strong Goût de Diamants range comprises a brut, a rosé, a blanc de blancs and a vintage offering.

The Swarovski crystals are pink on the rosé bottles and clear on the blanc de blancs and the brut, which is aged for a minimum of 40 months before release including four months post disgorgement.

Liam Payne of British boy band One Direction was recently snapped drinking the Champagne at Nigerian rapper Wizkid’s birthday party at a London nightclub.

Nigerian producer Don Jazzy, Brighton-born singer Connor Maynard and Olympic medal-winning gymnast Louis Smith are also fans of the brand.

Last month, Shinh collaborated with British Nigerian luxury product designer Alexander Amosu on a limited edition bottle of Goût de Diamants priced at £1.2m, making it the world’s most expensive single bottle of Champagne.

The bespoke bottle saw the diamond logo crafted from 18-carat solid white gold while the Swarovski crystal was upgraded to a 19-carat flawless white diamond.

The 18-carat white gold front label meanwhile, was engraved with the client’s name.

Amosu is also crediting for creating the world’s most expensive suit. Retailing for £70 000, it featured diamond and gold buttons.

Shinh is due to release his second drinks venture, Juliet Vodka, through Prodiguer Brands later this year.

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