Jay-Z trademarks ‘the twins’ Armand de Brignac label

Shawn Carter, also known as Jay-Z, has filed a new trademark for his Champagne brand that pays homage to his twin arrivals, foretelling of the possible addition of a Les Jumelles d’Armand de Brignac label to the brand’s portfolio.

Jay-Z and BeyonceThe rapper applied for the trademark to the phrase “Les Jumelles d’Armand de Brignac” or “the twins” in November 2017 on behalf of Ace of Spades Holdings, LLC, with the application stating that the mark “does not identify a particular living individual”.

However the reference is almost certainly in relation to twins Sir and Rumi, who Carter and wife Beyonce welcomed into the world in June of last year.

It follows another trademark application by the mogul for ‘Hovino’ for use in the hospitality sector, suggesting that he may be about to enter the restaurant business.

Jay-Z applied for the Hovino trademark in October 2017 for use in “restaurant and café services; carry-out restaurant services; restaurant services; self-service restaurants; cafes; café-restaurants; catering; serving food and drinks; take-out restaurant services; bar services, pubs; cocktail lounges; wine bars.”

The rapper made the application through his S. Carter Enterprises company, with it being one of eight applications for the mark, which could see the ‘Hovino’ brand also applied across the jewellery, cosmetic and fashion sectors.

The couple had previously tried to trademark their daughter Blue Ivy’s name for similar purposes. Since their daughter Blue Ivy was born in 2012, the pair have been fighting to trademark her name, but have so far been denied the rights because an event company called Blue Ivy already owned the mark.

The couple argued that they are entitled to the trademark to prevent others from profiting off their daughter’s name, despite the company already owning the trademark and operating as a business before Blue Ivy was born.

The 48-year-old already owns the upmarket bar chain, The 40/40 Club in New York, and owns Champagne Armand de Brignac, having purchased the brand in 2014.

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