Since the champagne’s cameo role in a video featuring rapper Jay Z, Armand de Brignac has climbed from its luxurious, but obscure niche to become the bubbly of choice for today’s star-studded, bling-conscious crowd.
So fond of the fizz is Jay Z, that he bought the brand with the ace of spades logo in November.
A bottle sells for around 300 euros ($370) in its principal north American and European markets. Outsize “Midas” bottles, which at 30 litres are said to be the largest champagne bottles in the world, have sold for nearly 190,000 euros ($236,000).
The gradual escalation of price has coincided with its embrace by some of the planet’s most conspicuous celebrity consumers.
The unabashedly flashy brand has become a favourite at soirees featuring the rich and famous, like David Beckham, Leonardo di Caprio, and Olympic hero Usain Bol
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