Moet Hennessy is acquiring a 50% stake in rapper and entrepreneur Jay-Z’s Champagne brand, Ace of Spades.
Jay-Z, whose real name is Shawn Carter, gave the brand a boost in 2006 when he featured one of their bottles in a music video after a public fallout with Cristal, a rival brand.
Moet Hennessy President and CEO Philippe Schaus said Armand de Brignac breaks barriers and reflects contemporary ideas of luxury, even as it supports historic Champagne-making traditions.
“We are incredibly proud to be partnering with them,” Schaus said.
Carter said the partnership will help Armand de Brignac grow and flourish, noting Moet Hennessy’s track record of developing luxury brands.
“It is a partnership that has felt familiar the entire time,” Carter said.