Instead of Cristal, Jay-Z turned his attention to Armand de Brignac. “What can we do? We can’t forbid people from buying it,” Rouzaud told The Economist at the time.

He used to champion Cristal, but began a boycott of the brand in 2006 after the head of the company that makes that Champagne, Frederic Rouzaud, made disparaging remarks about its popularity in the hip-hop community. Shawn Carter, who goes by Jay-Z, has long had an interest in Champagne. “Armand de Brignac breaks barriers and reflects contemporary luxury.” “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,” said Philippe Schaus, president and CEO of Moet Hennessy, in a release Monday. At LVMH, Champagne volumes fell 19% in 2020, the company said in January. Shipments of Champagne fell 18% in 2020 compared to 2019, according to CIVC, a Champagne trade group. The deal comes in the wake of a difficult year for Champagne, as sales fell due to canceled celebrations and restrictions on indoor dining during the coronavirus pandemic. The partnership with Jay-Z “certainly helps as part of that effort.” By diversifying its marketing efforts and expanding its portfolio, it can help reach “audiences that are very important, but perhaps have been traditionally underrepresented in luxury,” he said. It serves lots of different markets,” said Neil Saunders, retail industry analyst and managing director of GlobalData. “LVMH is a brand that has quite a wide appeal. But LVMH said it will continue to support other elements of the Fenty empire, concentrating on “the growth and long-term development” of beauty and skincare lines Fenty Beauty and Fenty Skin, as well as lingerie line Savage X Fenty, which just raised $115 million to help it expand into retail. Fenty Fashion House was recently discontinued. It has also collaborated with skateboarder Lucien Clark on apparel and a skate shoe.Īnd a few years ago, it partnered with singer Rihanna on Fenty Fashion House, making her the first Black woman to lead an original brand with LVMH. During the US open, Osaka was praised for supporting the Black Lives Matter protests that started over the summer. LVMH recently revealed tennis champion Naomi Osaka as its new brand ambassador. Dimitrios Kambouris/Getty Images for Rihanna Armand de Brignac is served during the launch of Rihanna's first Visual Autobiography, Rihanna, at Guggenheim Museum on Octoin New York City.

Ace of spades champagne