Armand de Brignac is sold as Jay-Z’s Champagne: the metallic bottle, the video cameos, the $300-and-up price tag. The ownership record is simpler and less personal than the marketing. Since February 2021, half of the house has belonged to the drinks arm of the world’s largest luxury group.
What is documented
| What | Detail | Source |
|---|---|---|
| Deal date | Monday, February 22, 2021 | Fortune; Al Jazeera |
| Stake sold | 50% to Moët Hennessy, LVMH’s drinks unit | Fortune; Al Jazeera; Decanter (headline) |
| Price | No financial terms disclosed | Fortune; Al Jazeera |
| Jay-Z’s history | Invested since 2006; bought out Sovereign Brands’ stake in 2014 | Fortune; Al Jazeera |
| Scale | More than half a million bottles sold in 2019 | Fortune; Al Jazeera |
| Price point | $300 and up per bottle | Fortune; Al Jazeera |
The 2014 buyout
Fortune and Al Jazeera both report that Jay-Z had been an investor since 2006 and bought out Sovereign Brands, the company that had marketed the brand, in 2014. From that point the brand was his to run. The 2021 deal was therefore a sale of half of something he already controlled, not a founder’s exit.
The 2021 half-sale
Fortune reported that the deal grew out of relationships between Jay-Z and Alexandre Arnault, son of LVMH founder Bernard Arnault. Philippe Schaus, then CEO of Moët Hennessy, said in a statement: “Armand de Brignac breaks barriers and reflects contemporary luxury.” Both outlets note the timing: the Champagne market had shrunk by roughly a fifth in 2020 because of the pandemic, and LVMH’s wine and spirits sales fell 14%.
What nobody has published
No outlet reported a price, a valuation or an earn-out, and this piece found none. Circulating figures online are not traceable to a company statement or filing. Equal ownership also says nothing about who holds control rights, which were not disclosed either.
Why it matters
Compare it with George Clooney’s Casamigos, a full exit with a headline number, or Teremana, where percentages are unknown. Armand de Brignac sits in the middle: the partner and the split are public, the price is not.
More ownership breakdowns: Prime Hydration, SKIMS and Ryan Reynolds’s ownership playbook.
Frequently asked questions
Who owns Armand de Brignac? Jay-Z and LVMH’s Moët Hennessy each own 50%, following a deal announced on February 22, 2021. Moët Hennessy also took over global distribution, per trade coverage.
Did Jay-Z sell Armand de Brignac? Not outright. He sold half to Moët Hennessy in 2021 and remains an equal partner. No financial terms were disclosed.
How much did LVMH pay for Armand de Brignac? It has never been disclosed. Fortune and Al Jazeera both reported that no financial terms were released.
When did Jay-Z buy Armand de Brignac? Fortune and Al Jazeera report he has invested in the brand since 2006 and bought out Sovereign Brands’ stake in 2014.
