Tara Patel | Bloomberg News (TNS)
The small French winemaker behind Jay-Z’s Champagne is laying the groundwork for the launch of one other luxurious model, aiming to copy the success of the rapper’s Armand de Brignac “Ace of Spades.”
Family-owned Maison Cattier has saved bottles to age in its cellars of what’s going to be referred to as Champagne de Lossy, based on Alexandre Cattier, the Thirteenth-generation head of the agency that traces its roots again to 1625. Sales are nonetheless at the least a few years away, he mentioned.
Yet even at this early stage, promotion of the high-end label is gearing up. A bottle was featured inside a custom-built Rolls-Royce Droptail that prices upwards of $30 million and was unveiled in August in Carmel, California. Champagne de Lossy now additionally has a web site and an Instagram web page.
“The brand will be even more exclusive than Armand de Brignac,” Cattier mentioned in a phone interview. “Sales will be more targeted.”
He declined to offer particulars in regards to the id of his enterprise associate within the endeavor, saying solely that the proprietor of the Rolls-Royce wished a Champagne model to match the automotive’s darkish crimson end. Photos present an opaque crimson bottle with a black and silver label.
Cattier’s plans for Champagne de Lossy are a part of a pattern for higher-end labels within the French area, with an growing quantity backed by celebrities. In addition to Jay-Z’s Armand de Brignac, Brad Pitt has the Fleur de Miraval rose and Leonardo DiCaprio backs Champagne Telmont. Actor Morgan Freeman is selling Laurent-Perrier’s Grand-Siecle cuvee, whereas former NBA star Tony Parker reportedly invested in Champagne Jeeper.
Cattier can be competing in a extra crowded market than in 2006 when it launched the Armand de Brignac model. First offered in opaque gold bottles and nicknamed the “Ace of Spades” for the form of the label, it was promoted by Jay-Z, who had began boycotting one other model referred to as Cristal.
The rapper ultimately acquired the Armand de Brignac model, though Cattier nonetheless makes the Champagne contained in the bottles. In 2021 Jay-Z offered a 50% stake to luxurious juggernaut LVMH. The Brut Gold model is listed by on-line distributors at round $400 a bottle.
The area east of Paris the place Champagne is produced has about 370 maisons and 16,200 grape growers. LVMH is the most important producer, proudly owning such manufacturers as Dom Perignon, Moet & Chandon, Ruinart and Veuve Clicquot.
Cattier, a minnow in contrast with LVMH by way of manufacturing, is predicated within the village of Chigny-les-Roses. That’s a few mile away from a grand manor referred to as Chateau de Rilly, the contours of that are featured on the “de Lossy” label.
The hyperlinks between the model, the chateau and the household date again round half a century, Cattier mentioned.
In the Seventies, his grandfather purchased buildings within the village of Rilly close to the chateau and the place Champagne de Lossy was initially produced. While the model was handed on to a different producer on the time, it hasn’t been used for at the least a decade. Cattier has now acquired it for a revival, he mentioned.
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Source: www.bostonherald.com”