In the mid 2000s Jay-Z fronted “Cristal” in his videos like he owned it, only to switch his wine tasting habits to the more luxurious brand “Armand de Brignac” AKA “Ace Of Spades”.
But why did Shawn Carter make the switch up in 2006? Because a stuck up director from the company made a comment that the recognition and promotion the brand was getting from the hip hop community was deemed as “unwelcome attention”.
After this, the Jigga man took a firm stance stating “I view his comments as racist”. Further making the point by dismissing Cristal in the video for a bottle of Ace of Spades in “Show Me What You Got’ from his 2006 ‘Kingdom Come’ album. Jay again made his position with Cristal very clear, by banning the sale of the champagne in his 40/40 clubs.
With the likes of fellow New Yorkers P Diddy and 50 Cent having dealings within the beverage market over the years. Jay-Z has decided he is not going to start from scratch for his beverage company, instead the rap mogul has made an offer to buy Champagne Cattier and Sovereign Brands, who produce Arrnand De Brignac (Ace Of Spades).
Zack O’Malley Greenburg had previously reported in his 2012 Jay Z biography “Empire State of Mind” and later wrote on Forbes, the rapper “had a financial interest in Armand de Brignac since its inception.
No figures on the deal have been released, however a spokesperson for the company said “he made a offer we could not refuse’.
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