In an extensive waste of the journalism world’s precious resources, Zack O’Malley Greenburg has uncovered what we have known since 2006: Armand de Brignac is mediocre Champagne at best and Jay-Z profits from it!
Greenburg has a chapter of his forthcoming book on Jay-Z published in The Atlantic (although, mysteriously, it has been removed from their site and is available here). As we discussed back in 2006 (“Jay-Z puts an Ace in play“), drawing on stories in the WSJ and BusinessWeek, “Ace” is an absurdly priced nonvintage Champagne that came out of nowhere and relies on Jay-Z’s star power to sell it. If he has a financial stake in it, so what? People who buy it are overpaying to drink image rather than a quality wine, hardly the first time that has happened.
Here’s how Lyle Fass summed it up in Greenburg’s piece: “Everybody should take a lesson who wants to sell wine that sucks. Because it is probably the most brilliant marketing in the history of wine.”