Jay-Z disses Cristal, endorses new brand
- Friday 20 October 2006
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.'
'I view his comments as racist,’ Jay-Z said.
See the new Jay-Z video on YouTube - click here