JAY-Z LEAVES ANOTHER MARK ON CHAMPAGNE
After famously announcing his boycott of Louis Roederer’s Cristal early this year, rapper Shawn “Jay-Z” Carter has taken on a new favorite champagne, the little known Armand de Brignac. Why is the brand name so under the radar? Well, for one thing, it didn’t exist until recently.
WSJ reported today that after Jay-Z briefly flashed the wine in a music video, Jean-Jacques Cattier, maker of Armand, has received “more publicity in two weeks than he has in two decades.”
According to the article, the name “Armand de Brignac” was dreamed up by New York importer Brett Berish, who approached Cattier and struck a deal to import Cattier champagne under the “Armand” brand name. Although it appears there is some sort of connection between Jay-Z and Berish, Jay-Z’s reps claim it’s merely coincidental.
In his new video, Jay-Z waves away a bottle of Cristal while seated at a Monte Carlo card table, then nods in approval as the server presents a gleaming gold bottle of Armand de Brignac with. But how did Jay-Z get a hold of the bottle for his video?
In a press release issued days after the video began airing in mid-October, Berish denied that it's a case of product placement "as Armand de Brignac and Jay-Z have not entered into any agreement, sponsorship or otherwise."
In an interview with Dow Jones Newswires, Berish said Jay-Z heard about the champagne through a common friend, asked for a case to be sent to him in Monaco and liked it so much he decided to feature it in his video. "It completely took us by surprise," Berish said.
According to Cattier, the importers told him they "had connections in the rap world" who would help launch the champagne in the U.S.
Cattier has tried to sell his champagne in the U.S. for over 20 years, but had “never been able to find an importer who really worked out well,” he told WSJ. Pure luck? Perhaps, but no matter how you look at it, Cattier seems to have landed himself a pretty good situation.
WSJ reported today that after Jay-Z briefly flashed the wine in a music video, Jean-Jacques Cattier, maker of Armand, has received “more publicity in two weeks than he has in two decades.”
According to the article, the name “Armand de Brignac” was dreamed up by New York importer Brett Berish, who approached Cattier and struck a deal to import Cattier champagne under the “Armand” brand name. Although it appears there is some sort of connection between Jay-Z and Berish, Jay-Z’s reps claim it’s merely coincidental.
In his new video, Jay-Z waves away a bottle of Cristal while seated at a Monte Carlo card table, then nods in approval as the server presents a gleaming gold bottle of Armand de Brignac with. But how did Jay-Z get a hold of the bottle for his video?
In a press release issued days after the video began airing in mid-October, Berish denied that it's a case of product placement "as Armand de Brignac and Jay-Z have not entered into any agreement, sponsorship or otherwise."
In an interview with Dow Jones Newswires, Berish said Jay-Z heard about the champagne through a common friend, asked for a case to be sent to him in Monaco and liked it so much he decided to feature it in his video. "It completely took us by surprise," Berish said.
According to Cattier, the importers told him they "had connections in the rap world" who would help launch the champagne in the U.S.
Cattier has tried to sell his champagne in the U.S. for over 20 years, but had “never been able to find an importer who really worked out well,” he told WSJ. Pure luck? Perhaps, but no matter how you look at it, Cattier seems to have landed himself a pretty good situation.
posted at 10:23 AM
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