Moët Hennessy has announced a partnership with Shawn ‘JAY-Z’ Carter through the acquisition of a 50% stake in Armand de Brignac, a leader in prestige Champagne.

Armand de Brignac has been a worldwide success since its launch in 2006, with a strong presence in North America, Asia, and Europe, and more than 500 000 bottles sold in 2019.

“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,” says Philippe Schaus, President & CEO of Moët Hennessy.

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

“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.”

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

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