Rapper Jay-Z could make Vinexpo visit

US rapper Jay-Z might come to Vinexpo to promote his newly-acquired Armand de Brignac Champagne brand, as well as launch a new cuvée in the range.

Jay-Z with a bottle of Armand de Brignac, otherwise known as Ace of Spades

News of a planned addition to Armand de Brignac’s current line-up, as well as the possibility of a Jay-Z’s attendance at the biennial wine and spirits show in Bordeaux, stemmed from a meeting last week between the the drinks business and Cattier – producer of the Champagne for Armand de Brignac.

Speaking to db, Cattier managing director Philippe Bienvenue said that the house had created a blanc de noirs made entirely from Pinot Noir to be added to the current range of Armand de Brignac Champagnes, which include a blanc, rosé, blanc de blancs, as well as a demi-sec, although the latter is not sold commercially and kept for special events.

“This year we will launch a blanc de noirs which we hope to release either this spring, or maybe at Vinexpo, especially if Jay-Z comes to the exhibition,” he said.

When asked further about the possibility that Jay-Z might come to the fair, which is held on 14-18 June this year, Bienvenue said that the idea had been raised by himself and Cattier owner Jean-Jacques Cattier during a meeting with the US rapper in New York in mid-November, soon after Jay-Z had bought the label from Sovereign Brands for a reputed US$200m.

“When we spoke about Vinexpo, he [Jay-Z] said he was aware of the exhibition and when we said do you think you could come, he say ‘why not’”, recalled Bienvenue, adding the Cattier would be taking a stand at the show.

He also said that during a 50 minute meeting with Jay-Z it was clear that the celebrity “wanted to be personally involved in the brand and any new creations”.

He added that Jay-Z had stressed that if he were to attend Vinexpo he would be there to “bring real support for the brand, and not just be a guest star for pictures”.

Bienvenue then stated, “It would be fabulous for Vinexpo and it would be fabulous for us”.

Although Jay-Z owns the Armand de Brignac brand, the Champagne and packaging is produced by Cattier, and then sold to Jay-Z’s Ace Of Spades Holdings, LLC.

The contract between Cattier and Jay-Z’s company is the same as that which existed between the Champagne house and former Armand de Brignac brand owner, Sovereign Brands.

“We are selling them the product, and then they sell it,” explained Bienvenue of the agreement between Cattier and Jay-Z.

As for the Armand de Brignac blanc de noirs, it will come in a gun metal finish, to complement the current range, which includes gold for the brut, silver for the blanc de blancs, pink for the rosé, and purple for the demi-sec.

Left to right: Armand de Brignac’s blanc de blancs, rosé and brut blanc