‘Life is for living, not living uptight‘ ; a popular encyclopaedic JayZ rap quote pulled straight out of his hit song “Young Forever”. True to his word, he proves to the world that one should aim higher by building working associations with great inspirational people. ‘J-Hova’ (one of many Jayz’s nicknames) struck a mega-deal selling a 50% stake in Armand de Brignac, a Champagne producer he owns. The terms of sale remain undisclosed at the moment but the deal with LVMH’s Moet Hennessy will see the new entrant take over global distribution of the alluring Champagne, also known as ‘Ace of Spades’ and famed for its flashy exclusively embossed metalic labels, and off course, high price-tags.
Jay-Z, whose real name is Shawn Carter, said he was ‘proud’ to announce the joint venture with Moët Hennessy, adding: ‘It is a partnership that has felt familiar the entire time,’ reports Richard Woodard, Decanter.com. “Armand de Brignac breaks barriers and reflects contemporary luxury, while preserving the tradition of the Champagne terroirs,” Philippe Schaus, chief executive officer of LVMH’s Moet Hennessy drinks unit, said in a statement- Bloomberg.
With Jay-Z at its helm, the company has enjoyed global success, selling over 500,000 bottles in 2019 in the North American, Asian and European markets.The new partnership is expected to prestigiously reinvent the global luxury champagne category with its unprecedented innovation and energy. Philippe Schaus, president and CEO of Moët Hennessy, said the new partnership would allow the company to take Armand de Brignac ‘to new heights across the world’.
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