Champagne sales have not been very strong over the past few years, there has been one brand however that has shown impressive figures. Jacques Cattier, president of Cattier Champagne, Armand de Brignac’s producer with just 20 staff based in the village of Chigny Les Roses in Champagne-Ardennes, found out a little celebrity endorsement can go a long way. Armand de Brignac, the brand adopted by Jay-Z, has found great success thanks to the rapper’s promotion. Jay-Z was a fan of Cristal until 2006 when Frederic Rouzaud, the managing director of Louis Roderer Cristal was quoted in The Economist calling the namechecking of the Cristal brand in hip-hop songs “unwelcome attention.” Jay-Z found the remark racist. He called for a Cristal boycott and switched his allegiance to the new brand Armand de Brignac, part of Cattier Champagne. He featured the distinctive gold bottle with the Ace of Spades logo in his video to his single “Show Me What You Got” in 2006. Celebrity endorsements are particularly powerful in the rap world. The song “Pass The Courvoisier” by Busta Rhymes sent sales of the French cognac soaring.
Since then the brand has taken off, showing up in celebrity gift bags and becoming a new symbol of extravagant taste. David Beckham and George Clooney are among those won over to Armand de Brignac, which is referred to by drinkers as “Ace of Spades”. The Independent, reports that demand is so high that the winery could sell their 60,000-bottle production run several times over. The brand will reach its maximum production of 82,000 within three years. The Armand de Brignac Cuvees are priced from $300 per bottle and come in three varieties, Champagne Rose, Champagne Blanc de Blanc, and the Brut Gold.
Aroma/Bouquet: Produced in a traditional, old‐world style, from grape to glass. Bouquet is complex and full‐bodied, fresh and lively with light floral notes. On the palate, Armand de Brignac has a racy fruit character perfectly integrated with subtle brioche accents. Texture is deliciously creamy, with great depth and a long, silky finish.
Awards: Selected as the preferred Champagne of Chef Alain Llorca’s Le Moulin de Mougins, Jacques Chibois’ La Bastide St. Antoine, and the Pourcel Bros’ Le Sens, all French Michelin‐starred restaurants.