Ace of Spades
Jay turning down Cristal
Armand de Brignac (also known as "Ace of Spades" or "Gold Bottles"), the high-end champagne featured in Jay-Z's new video for "Show Me What You Got," is making its debut in the U.S. this year. Armand, manufactured in France, is being imported into North America for distribution by the Manhattan-based company of the same name.
Even though, the company did not enter into any official agreement to place the product in Jay-Z's video, Armand CEO/President Brett Berish was quick to express his enthusiasm. "We're delighted to have someone of Jay-Z's stature include Armand de Brignac in the first video for his new album," said Brett Berish in a press statement. "Jay-Z has always demonstrated the highest standards and finest taste, and we're honored to see Armand make an appearance in "Show Me What You Got." Armand's unmatched taste and package are a perfect fit for the video."
The video reaffirms Jay-Z's decision to boycott Louis Rodere Cristal brand of champagne back in June, following some disparaging comments by Cristal boss Frédéric Rouzaud. In the video for "Show Me What You Got," Jay-Z is offered a bottle of Cristal, a brand he had endorsed on previous songs and videos. Jay motions for the bottle to be sent back, and a waiter returns with a silver briefcase. It's opened to reveal the Armand de Brignac gold bottle.