Moët Hennessy has acquired a 50% stake in champagne brand Armand de Brignac as part of a newly announced partnership with rapper Shawn Carter, known as Jay-Z.
The Armand de Brignac brand offers a range of champagnes, including its flagship Brut Gold cuvée, and is said to have a ‘strong presence’ in North America, Asia and Europe.
In addition to Moët Hennessy’s acquisition of the Armand de Brignac stake, the company’s partnership with Carter will be anchored in a global distribution agreement.
Rapper Shawn Carter has partnered with 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,” said Philippe Schaus, president and CEO of Moët Hennessy.
“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.”
Carter added: “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.”
According to Moët Hennessy, the 50:50 structure is an important feature of the alliance and “ensures that each of the two partners wants to bring its strengths and expertise”.
The financial terms of the transaction have not been disclosed.
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