Entertainment entrepreneur Shawn ‘Jay-Z’ Carter has partnered with Moet Hennessy after the company acquired a 50 per cent stake in the rapper's Armand de Brignac Champagne brand.
Carter said the partnership will help Armand de Brignac grow and flourish, noting Moet Hennessy's track record of developing luxury brands like Dom Pérignon.
Armand de Brignac, known familiarly as Ace of Spades got a major boost in 2006 when Jay-Z featured one of their bottles in a music video after a public fallout with Cristal.
Carter accused the rival champagne brand Cristal of racism after an executive stated in an interview that partnering with a rapper would harm its image.
He later bought Armand de Brignac in 2014.
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