It created an access point for drinkers, too. Jay-Z was a pioneer,” says Steven Gonzalez, bartender at Park Hyatt New York. “Nowadays there are so many celebrities involved in brands. Blige, Raekwon and Post Malone to work with wineries. It set a precedent for other artists like Mary J. Industry sources disagree whether Jay-Z had a financial stake in Ace of Spades from the start, but in 2014, he bought the company outright. Restaurateur Kyle O’Brien recalls how tourists would order “the briefcase Champagne” at Manhattan nightclub, Hotel Chantelle, in the late aughts. Suddenly, a Champagne no one had heard of was all anyone could talk about. He rapped about the brand in subsequent tracks and brought bottles to events. market, made a cameo in a metal briefcase in Jay-Z’s “Show Me What You Got” video. In 2006, a bottle of Armand de Brignac, a Champagne nicknamed Ace of Spades and new to the U.S. introduced Champagne to 1990s hip hop parties, and Dom Perignon and Moët & Chandon were early fixtures.Ī 1995 Raekwon lyric is said to be rap’s first mention of Cristal, a brand with its own complicated legacy in hip hop.īut Jay-Z literally and figuratively made Champagne his own. Historians believe Harlem emcee Branson B. ![]() On his 1996 single, “22 Twos,” off his debut album, Reasonable Doubt, host Maria Davis tells the young rapper to “put that Champagne down and kick a little freestyle.” In the years since, he’s only ever heeded the second part. ![]() Decorative Wine Racks & Modular Systemsįor 25 years, rapper Jay-Z shaped Champagne culture and commerce in the U.S.
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