Jay Z has launched a new brand of champagne from his his own company – that sells for $760 a bottle. The Armand de Brignac ‘Ace of Spades’ blanc des noirs – which owes its existence to a feud between the rapper and Cristal Champagne – was rolled out at a wine insiders’ event this summer.
The fizz, which comes in a grandiose pewter bottle stamped with a large spade symbol, is the newest exclusive launch from Armand de Brignac, which Jay Z bought last year.
According to Bloomberg, which reported on the launch and taste-tested the Champagne, only 3,000 of the bottles will be made.
Similarly-branded bottles have existed before, but the new, more expensive round is a ‘blanc de noirs’ – made only from pinot grapes.
The beverage is intended to be so exclusive that it will not be sold at the rapper’s chain of clubs, named 40/40, which serve up other vintages from his company.
It became Jay Z’s beverage of choice after he was snubbed by one of the bosses of Cristal and decided to boycott the brand – which used to be his favorite and appeared in many of his songs and music videos.
Frederic Rouzaud, the managing director of Cristal maker Louis Roederer, snubbed rappers and pop stars who bought his Champagne, implying that it made the brand look trashy.
In a 2006 interview with The Economist, Rouzaud lamented: ‘What can we do? We can’t forbid people from buying it.
‘I’m sure Dom Pérignon or Krug would be delighted to have their business.’
Jay Z took the jibe personally, and immediately banished Cristal, which sells for around $200, from his clubs and his own table.