For the American music mogul Jay-Z, who boasts "Millions of ways to make money" it looks like it may now be "going further".French luxury giant LVMH has bought a 50% stake in Champagne brand Armand de Brignac, which is known to fans by the nickname "Ace of Spades".The drinks are branded with ace shovel and sleek metal bottles costing hundreds of pounds per bottle or so.The rapper, whose name is Shawn Carter, has owned the brand since 2014.

The Armand de Brignac is produced at a French winery with roots in the 1600s.It is a great choice for celebrating some sporting championships in the United States and winning awards at international taste testing competitions.The brand sold 900,000 bottles in 2019, before champagne sales hit a heavy blow.

Power to grow

In announcing the xo deal, Jay-Z said a partnership with LVMH, which also owns other champagne names such as Dom Perignon and Veuve Cliquot, will help the brand grow.We are confident that the true power of Moët Hennessy's global distribution framework, unmatched portfolio strength and long history of excellence in the development of luxury brands will give Armand de Brignac official authority. That trade is necessary to grow and flourish, ”he said.

Financial details of the deal were not disclosed. Historic luxury homes are on the hunt for ways to attract younger clients, although some experiments such as LVMH's collaboration with fashion singer Rihanna have also been tried.Phillippe Schaus, chairman of LVMH's Moët Hennessy Spirit Group, said his company took an interest in the brand to attract "The consumer of world-class luxury goods and variety"For many years we have been following the great achievements of the Armand de Brignac and admiring their ability to challenge certain rules of the Champagne genre," he said.

The Armand de Brignac breaks barriers and reflects contemporary luxury while keeping the tradition of Champagne terroirs.Jay-Z, who has been married to singer Beyoncé since 2008, appeared in 1990 as a rapper.He later transformed his success into an expanding business empire that included investments in record labels, sports teams, clothing brands and alcohol, and turned him into a billionaire.His partnership with Armand de Brignac began in 2006 after a blow to Cristal's owner of Champagne, who was previously his brand of choice. He owned the Armand de Brignac brand in 2014. In 2006, he organized a boycott of Kristal after one executive hinted in an interview that he disliked the product-rapper relationship, which made the drink even more popular.