In the two decades since hip-hop mogul Shawn “Jay-Z” Carter famously included a striking, metallic bottle of Armand de Brignac—widely known as “Ace of Spades”—in one of his music videos, the brand has transformed from a pop-culture statement into a serious, globally recognized luxury powerhouse. What began as an artistic rebellion in a high-octane visual medium has matured into a revered fixture of the high-end wine market, culminating in milestone releases like the newly debuted Assemblage No. 5.
The journey of the brand’s meteoric rise traces back to a 2006 music video for Jay-Z’s hit song “Show Me What You Got.” Directed with cinematic flair, the video showcased the driving skills of Dale Earnhardt Jr., who chauffeurs the legendary artist while racing IndyCar star Danica Patrick through the twisting, sun-drenched streets of Monaco. The high-stakes adventure guides Carter from a luxury yacht to an exclusive nightclub, and ultimately to a high-rolling casino. Inside the casino, Carter pulls out his defining prop: a glittering, pewter-hued bottle of Armand de Brignac, presenting it as an exciting, unapologetic alternative to Louis Roederer’s Cristal. With a theatrical wave of his hand, he famously dismisses the established champagne, creating an indelible moment in both music and beverage history.
That cinematic dismissal was far from random. It served as a direct rebuke to Louis Roederer after the brand’s chief executive officer made comments earlier that year that were widely perceived as racially insensitive and culturally dismissive, sparking a high-profile boycott among hip-hop artists and luxury consumers alike. Rather than simply walking away from the luxury champagne category, Jay-Z stepped directly into it.
Following the video’s release, Carter took on an initial role as an investor and promoter when Armand de Brignac officially launched in 2006. His involvement went far beyond mere celebrity endorsement; he eventually bought the brand outright in 2014, steering its creative direction, global positioning, and prestige. Seven years later, in 2021, the venture reached a monumental corporate milestone when luxury conglomerate LVMH acquired a 50 percent stake in Armand de Brignac, integrating the avant-garde champagne house into a stable that includes some of the most storied wine and spirits estates in the world.
Since those foundational years, the luxury Champagne house has grown significantly in both production scale and critical acclaim. Its prestige repertoire now includes rare, highly coveted special bottlings, most notably the recently released Assemblage No. 5, a 100 percent Pinot Noir Blanc de Noirs. This stunning sparkler is crafted meticulously from grapes harvested from the house’s own private vineyards alongside a carefully curated network of small family producers. These historic vineyards are located in the premier Premier and Grand Cru villages throughout the Montagne de Reims region. Villages such as Verzenay—which single-handedly accounts for approximately 45 percent of the delicate cuvée—alongside Verzy, Ludes, and Mailly, form the backbone of the wine’s complex structure.
Yet, according to Monika Kaufman, Armand de Brignac’s president of North America, the house has a secret weapon located far outside the traditional heartland of Champagne. That secret lies in the fruit sourced from Ville-sur-Arce, situated in the far south of the Champagne region.
“It’s very close to Burgundy; you get great acidity from the Pinot Noir,” Kaufman explained in an interview with Robb Report, noting that this southern fruit comprises 10 percent of the final 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.”
Designed as a multi-vintage blend that authentically reflects the house style, Assemblage No. 5 is anchored by the exceptional 2016 harvest—widely celebrated as an outstanding year for Pinot Noir—with the thoughtful addition of reserve wines from the remarkable 2014 and 2015 growing seasons. Produced as a strictly limited edition of just 8,165 individually numbered bottles, the champagne is offered to collectors either on its own or packaged in a commemorative twin set alongside Assemblage No. 4, created specifically to honor the brand’s twentieth anniversary.
In the glass, Assemblage No. 5 presents a pale yellow hue accompanied by a steady, persistent stream of fine effervescence. Aromatically, it opens with rich notes of yellow plum, ripe summer cherry, dried apricot, and freshly rising bread. On the palate, it strikes with a bracing initial sip before unfolding into complex layers of mango, tart Granny Smith apple, candied orange peel, and espresso bean, ultimately culminating in a clean, refreshing saline splash. Wine enthusiasts have the option to enjoy the bottle immediately or lay it down in a private cellar to mature for another two decades. The standalone bottle commands a price of $1,200, while the commemorative twin pack is priced at $2,500.
What’s on Your Bucket List?
For true Champagne connoisseurs and serious collectors, storing expensive vintages long-term in a standard kitchen refrigerator is a cardinal sin. Proper temperature control requires dedicated cellar storage, while serving requires the proper equipment to bring a bottle down to its ideal drinking temperature before the cork is popped.
Addressing this necessity for luxury presentation and functional utility, Pigment France has introduced a stylish, high-end champagne bucket designed for the discerning collector. The exterior of the vessel is meticulously handwoven from a combination of fine rattan and supple leather, fitted with a practical non-slip base to protect delicate surfaces. Generously proportioned, the bucket is engineered to comfortably fit up to three standard champagne bottles at once, sparing hosts from making repeated trips back down to the wine cellar during an evening of entertaining. The luxury ice bucket is available for $1,325.
