Jay-Z’s Marketing Power Decoded

With Cristal officially in his doghouse, Jay-Z decided to unofficially, and lyrically, endorse upstart champagne brand Armand de Brignac aka Ace of Spades in 2006. Not only was the bubbly blatantly endorsed in rhyme—“H.O.V.A., gold bottles of that Ace of Spade/Why even fool with these other guys, they all stingy,” Jay-Z raps on “Show Me What You Got” from Kingdome Come (2006)—but the easily recognizable bottle was prominently displayed in the song’s video. In 2009 Armand de Brignac, which launched only three years prior with a staff of 20, revealed that its production run of 60,000 bottles was nearly sold out. Many credit Jay-Z’s co-sign of the bubbly for turning the boutique company into a major player.

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