Jay-Z disses Cristal, endorses new brand October 20, 2006
Richard Woodard
Jay-Z has found a new favourite fizz after accusing Roederer chief Frédéric Rouzaud of racism and boycotting all his products.
The little-known Armand de Brignac Champagne, described by its US importer as 'an ultra-luxury product', features in the James Bond-style video for the rapper's new record, Show Me What You Got.
In the video Jay-Z – evidently still furious with Roederer – ostentatiously dismisses a bottle of Cristal in favour of Armand de Brignac.
Produced from a family estate in the village of Chigny-les-Roses, the Champagne may not be a big name, but it has a certain theatrical quality – or 'bling' – about it.
It comes in a gold-plated bottle, complete with pewter label in the shape of the ace of spades. It is also known as 'Ace of Spades', 'Gold Bottle' or simply 'Ace'.
It is new to the North American market after previously only being available in France.
Armand de Brignac chief Brett Berish said he was 'delighted' with the accolade, but stressed the company had no commercial relationship with the rapper.
Jay-Z cut off all association with Roederer after Rouzaud, asked if he thought the rapper's association with Cristal would harm the brand, replied, 'that's a good question, but 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.'
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Isn't this nice? “Musicians” in, and fans of, the hip-hop community now have a new, and even harder to acquire, sparkling wine to venerate. Well, “kudos” to Jay-Z for finding a “non-racist” product to feature. Would someone please explain to me, why, if both black AND white hip-hoppers are quaffing Cristal, and the maker of Cristal finds the attention of borderline reprobates (black and white) unwelcome, and expresses as much, subtly, it is racist? Rest assured, M. Berish will soon find himself in a similar position, as importers and retailers begin buying up all his wine and his long term, regular customers are short-changed. The law of supply and demand can be a cruel trickster. Jerry, Arizona, USA
Funnily enough, I posed the same question when I visited Roederer back in May. The response that I received was that so long as the brand was being recognised as a luxury product and was associated with the rich and famous (whoever they may be), it was free advertising. Conversely, there must be hundreds, if not thousands, of kids out there who aspire to drink Cristal, yet have never heard of Roederer since the two names are rarely mentioned together in these songs. Laura, Bristol
Having watched the entire video (purely for research purposes...) Jay-Z's newfound attachment to Armand de Brignac (or should we now say 'Ace'?) becomes clear when the lyrics tell of: '..gold bottles with the ace of spades..' intercut with lingering shot of said card. The bottle itself unveiled from a steel reinforced attache case (the kind normally associated with Bond-esque nuclear devices etc).
The rest of the footage seems little more than a thinly veiled series of product placements for the Pagani Zonda, Ferrari F430 and various speedboats of gargantuan phallic proportions.....culminating in the unveiling of the new tipple of choice for the self-styled 'king of bling'.
Needless to say, as an exercise in switching aspirational drinking brands, Mr Z might need to dig a bit deeper for a new video...
(A recent quote from a music journalist after reviewing the clip): '..(Jay-Z's)new drink of choice? That'd be Veuve Clicquot.' Ben Appleton, London, UK
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The little-known Armand de Brignac Champagne, described by its US importer as 'an ultra-luxury product', features in the James Bond-style video for the rapper's new record, Show Me What You Got.
Isn't this nice? “Musicians” in, and fans of, the hip-hop community now have a new, and even harder to acquire, sparkling wine to venerate. Well, “kudos” to Jay-Z for finding a “non-racist” product to feature. Would someone please explain to me, why, if both black AND white hip-hoppers are quaffing Cristal, and the maker of Cristal finds the attention of borderline reprobates (black and white) unwelcome, and expresses as much, subtly, it is racist? Rest assured, M. Berish will soon find himself in a similar position, as importers and retailers begin buying up all his wine and his long term, regular customers are short-changed. The law of supply and demand can be a cruel trickster. Jerry, Arizona, USA
