Moët Hennessy buys 50% stake in Jay-Z’s premium Champagne model

Dive Temporary:

  • Moët Hennessy Louis Vuitton purchased 50% of premium Champagne firm Armand de Brignac, which is owned by entertainer and businessman Jay-Z. Phrases of the deal weren’t disclosed.
  • Armand de Brignac, identified for its distinctive metallic bottles and “Ace of Spades” nickname, began in 2006. In keeping with the corporate, it offered greater than 500,000 bottles worldwide in 2019. Moët Hennessy plans to develop international distribution of the model, however is remaining an equal companion with Jay-Z. The discharge says this power-sharing is an “important component of this alliance and ensures that every of the 2 companions needs to convey its strengths and experience.”
  • That is the newest tie-up between a legacy alcohol firm and a celebrity-owned premium model, at the same time as alcohol gross sales total have dipped in the course of the pandemic. Final yr, Diageo purchased Aviation American Gin — partially owned by actor Ryan Reynolds — for $610 million, and in 2017 it bought Casamigos, the super-premium alcohol model part-owned by actor George Clooney, for as much as $1 billion.

Dive Perception:

Because the pandemic has pushed alcohol gross sales down, it might look like an odd time for Moët Hennessy to be investing in one other Champagne model.

In keeping with business group CIVC, 2020 noticed an 18% drop in Champagne shipments. That is primarily as a result of fears of COVID-19 shuttered many bars, eating places and celebrations, the group stated. In keeping with Forbes, 2020 confirmed the biggest decline in demand for Champagne for the reason that Nice Melancholy nearly 100 years in the past.

Nevertheless, Moët Hennessy is banking on the movie star pattern, to assist in giving the model some fizz. Jay-Z has a historical past with Armand de Brignac that goes again 15 years. He first touted the model in a 2006 music video, after an exec at Champagne model Cristal made what Jay-Z thought of a racist remark about its affiliation with rap artists. Jay-Z, a former Cristal fan, started a vocal boycott of the model and have become an investor in Armand de Brignac quickly after, in line with The Wall Avenue Journal. He purchased out different buyers and have become Armand de Brignac’s sole proprietor in 2014.

Jay-Z, who Forbes named hip-hop’s first billionaire in 2019, made his fortune largely by means of enterprise offers. Armand de Brignac, which Forbes estimated was value $310 million in June of that yr, is only one of his high-end alcohol holdings. He additionally is part proprietor of Bacardi’s premium cognac D’Ussé, which is a mix Jay-Z personally helped create in 2012, in line with Billboard. His cachet additionally helped this model develop into a hit. In 2017, D’Ussé turned the fourth finest promoting cognac within the U.S., with a 98.1% enhance in case gross sales in a single yr, in line with a report in alcohol business publication Market Watch Journal. 

Philippe Schaus, head of Moët Hennessy’s spirits division, advised The Wall Avenue Journal the corporate was interested in Armand de Brignac by its design, buzz, and the truth that this new label was attracting new Champagne drinkers to the upper finish of the bubbly market. Jay-Z’s possession, Schaus advised the enterprise publication, gave a sense “that one thing was occurring behind the scenes, which was making the model work another way from different manufacturers.”

After almost a yr of individuals staying at dwelling and pinching their pennies, Moët Hennessy is in want of a jumpstart. The corporate was largely within the pink for all of 2020, with its whole revenues for the yr down 17% in comparison with 2019, in line with its most up-to-date earnings report. Wine and Champagne revenues had been down 15%, stated Chris Hollis, Moët Hennessy’s head of investor relations, in line with a transcript of the investor name.

Moët Hennessy has made different current acquisitions as it really works to enhance its backside line — together with iconic jeweler Tiffany & Co. in a deal that closed final month. However the Armand de Brignac deal — and what Jay-Z brings to it — might have the potential to convey extra of a change to Moët Hennessy’s enterprise. In keeping with a 2016 report by, amongst a number of ethnic teams, Black Individuals have the strongest choice for glowing wine. The report additionally famous that Black shoppers gravitate towards wineries which can be Black-owned and that use Black entertainers of their advertising campaigns. Armand de Brignac brings all of these collectively, and with Jay-Z’s continued 50% possession, his affect will proceed.

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