Celebrations are in order. What better way to toast to a brand-new partnership than with flutes of Moët and JAY-Z’s Armand de Brignac Champagne — or, as it’s better known colloquially, Ace of Spades?
If you’re a fan of JAY-Z, you’d remember his ‘Show Me What You Got’ music video; the one with fast cars, fast yachts and the first cameo appearance of an Ace of Spades Gold Brut — locked in an incognito briefcase — in the multi-hyphenate rapper’s discography; it even received a shout-out in the song itself.
It’s been seven years since JAY-Z acquired Armand de Brignac in 2014. This week, luxury conglomerate LVMH announces its 50 percent stake in the Champagne brand. The years prior have seen Ace of Spades — glistening in bottles coated in metal — become something of a symbol for contemporary luxury, decadence and aspirational living. In 2019, 500,000 bottles were reported to have been sold, with prices per bottle starting at HK$2,980 on Lane Crawford.
“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,” said JAY-Z. “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.”
(All images courtesy of Armand de Brignac)