Jay-Z’s Champagne maker is planning an even more exclusive brand

The small French winemaker behind Jay-Z’s Champagne is laying the groundwork for the launch of another luxury brand, aiming to replicate the success of the rapper’s Armand de Brignac “Ace of Spades…

Golden bottles of “Armand de Brignac” Champagne bearing an ace-of-spades insignia are seen at the Cattier champagne family house on Nov. 6, 2014, in Chigny-les-Roses, south of Reims, northeastern France. Hip-hop mogul Jay-Z has shown his fondness for Armand de Brignac Champagne for years and on Nov. 5, 2014, he bought the brand. Sovereign Brands, a New York-based wine and spirits company which owned the label, said it was selling it to Jay-Z for an undisclosed amount.

“The brand will be even more exclusive than Armand de Brignac,” Cattier said in a telephone interview. “Sales will be more targeted.” Cattier will be competing in a more crowded market than in 2006 when it introduced the Armand de Brignac brand. First sold in opaque gold bottles and nicknamed the “Ace of Spades” for the shape of the label, it was promoted by Jay-Z, who had started boycotting another brand called Cristal.

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