A Champagne house chosen by rapper Jay-Z as his new signature drink plans to reserve some of its limited supply to target premium off-trade retailers in the UK.
The gold bottled Armand de Brignac Champagne featured in Jay-Z's 'Show Me What You Got' video, along with a sung reference to the brand as "gold bottles of that Ace of Spades".
The producer said that, while there was no business or commercial link between the brand and Jay-Z, it was honoured the brand had been chosen by the rapper.
"Armand's unmatched taste and package are a perfect fit for the video," said director of marketing Scott Cohen. He added that, since the video's release earlier this month, the producer had received "a massive influx" of requests from retailers, distributors and consumers. "There is a very limited supply available of Armand de Brignac for the coming year," said Cohen. "We anticipate that demand will always exceed supply due to the nature of Armand as a boutique brand."
Cohen said the producer was keen to ensure the UK off-trade secured a segment of its supply. It will target high-end off-trade retailers with the brand, likely to retail at £158 per bottle.