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Moët Hennessy partners with Jay-Z through stake in Armand de Brignac Champagne

Moët Hennessy has partnered with Shawn Jay-Z Carter through the acquisition of a 50% stake in the American rapper’s Armand de Brignac Champagne.

Jay-Z acquired Armand de Brignac Champagne from Sovereign Brands in 2014 after making the company an offer it “simply couldn’t refuse”

News of the tie-up was announced yesterday, and means that Moët Hennessy will now be distributing Armand de Brigand as well as the luxury group’s existing prestige cuvée Champagnes, Krug and Dom Pérignon.

According to the press release issued yesterday, Armand de Brignac, which was launched in 2006, sold over 500,000 bottles sold in 2019.

The partnership sees the acquisition of a 50% stake in Armand de Brignac by Moët Hennessy as well as in a global distribution agreement.

While Shawn Jay-Z Carter owns the Armand de Brigac brand, he buys the Champagne from Maison Cattier, who, at present, will continue to make the wine for Armand de Brignac under the new ownership structure.

Commenting on the development, Philippe Schaus, president & CEO of Moët Hennessy, said “For years we have been following the fantastic success of Armand de Brignac and admiring their ability to challenge some of the rules of the Champagne category.”

Continuing, he said, “Often referred to as ‘Ace of Spades’, Armand de Brignac breaks barriers and reflects contemporary luxury, while preserving the traditions of the Champagne terroirs.”

He added, “Today, we are incredibly proud to be partnering with them and believe that the combination of our Champagne experience and international network coupled with Shawn Jay-Z Carter’s vision, the strength of the Armand de Brignac brand and quality of its range of prestige cuvées will allow us to take the business to new heights across the world.”

Shawn Jay-Z Carter commented, “I’m proud to welcome the Arnault family into ours through this partnership that began with Alexandre Arnault and continued with his father Bernard Arnault and Philippe Schaus, at my home in Los Angeles.

He added, “It is a partnership that has felt familiar the entire time. We are confident that the sheer power of the Moët Hennessy global distribution framework, its unparalleled portfolio strength and its long-established track record of excellence in developing luxury brands will give Armand de Brignac the commercial power it needs to grow and flourish even further.”

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