Why Jay-Z’s Champagne Continues to Delight Collectors

In the 20 years since hip-hop mogul Shawn “Jay-Z” Carter included a bottle of Armand de Brignac—known as Ace of Spades—in one of his music videos, the brand has turned into a serious business.

His 2006 video for the hit song “Show Me What You Got” features the skills of Dale Earnhardt Jr., who chauffeurs the artist while racing Danica Patrick through the twisting streets of Monaco. The adventure takes Carter to a yacht, a nightclub, and eventually a casino, where he shows that what he’s got is an exciting alternative to Louis Roederer’s Cristal, which he elaborately waves away. It was a rebuke to the brand, whose C.E.O. had made comments earlier in the year that were widely construed as racist and led to a high-profile boycott.

Since Jay-Z took an initial role as investor and promoter when Armand de Brignac launched in 2006, bought the brand outright in 2014, and sold 50 percent to LVMH in 2021, the luxury Champagne house has grown significantly. Its repertoire includes special bottlings such as the just-released Assemblage No. 5, a 100 percent Pinot Noir Blanc de Noirs. This stunning sparkler is made of grapes from the house’s own vineyards and a network of small family producers. These farms are located in the best Premier and Grand Cru villages in the Montagne de Reims, including Verzenay (which makes up about 45 percent of the cuvée), Verzy, Ludes, and Mailly. But Monika Kaufman, Armand de Brignac’s president of North America, says the secret weapon is fruit from Ville-sur-Arce in the far south of Champagne. “It’s very close to Burgundy; you get great acidity from the Pinot Noir,” she tells Robb Report, noting that it makes up 10 percent of the blend. “The reason that our winemaker used quite a bit… is because of the darker fruit, the gaminess of Pinot Noir, and an almost ironlike characteristic that adds depth to Pinot.”

A multi-vintage blend that is reflective of the house style, Assemblage No. 5 is based on the 2016 harvest—outstanding for Pinot Noir—with the addition of wine from the remarkable 2015 and 2014 seasons. Made in a limited edition of 8,165 numbered bottles, it is available on its own or in a twin pack alongside Assemblage No. 4, sold together to celebrate the brand’s 20th anniversary. Pale yellow to the eye, No. 5 offers a steady shower of effervescence and aromas of yellow plum, ripe summer cherry, dried apricot, and rising bread. Bracing at first sip, it reveals flavors of mango, Granny Smith apple, candied orange, and espresso bean that culminate in a refreshing saline splash. You can drink it now or keep it in your cellar for another 20 years. $1,200 or $2,500 for the twin pack

What’s on Your Bucket List?

Real Champagne connoisseurs know better than to store their bubbly in the fridge long-term. Hence the need for an ice bucket—to get the good stuff down to the right temperature before you pop the cork. This stylish new take from Pigment France features an exterior treatment handwoven from rattan and leather and equipped with a non-slip base. Better still, it’s generously sized to fit up to three bottles, which should save you a few trips back down to the cellar. $1,325