The Key to Paradise

by Pamela Tailor | September 2021

PHOTO BY ARMAND DE BRIGNAC

At the beginning of this year, LVMH’s Moët Hennessy announced the acquisition of 50 percent stake in Armand de Brignac, the luxe champagne brand owned by musician Shawn Carter aka Jay-Z. The sparkling news instantly brought me back to an unforgettable and precious moment I experienced while visiting the Champagne region.

TIME FOR CHAMPAGNE

A few years ago, I had the honor of having a private tour to the cellars of Armand de Brignac by none other than Jean-Jacques Cattier, President of Cattier Champagne and 12th generation of the Cattier family, the creators and producers of the brand.

Climbing down the seemingly endless winding stairs to the cellars of Armand de Brignac while listening to Jean-Jacques Cattier’s captivating stories was extremely exciting. It was like we were about to discover a hidden underground treasure!

The Cattier’s cellars are among the oldest and deepest in the Champagne. After climbing down 119 steps below the ground, we finally arrived in front of a massive, locked iron gate that blocked the passage to the next set of tunnels. We were curiously looking at our guide Jean-Jacques Cattier who proudly displayed a heavy and precious looking key on a chain, which he introduced with the legendary words: “This is the key to paradise!”

When we passed the gate to enter the Armand de Brignac cellars, the view was simply breathtaking. The contrast between the raw texture of the historic caves and the magnificent golden flasks felt intimate and sophisticated at the same time.

PHOTO BY ARMAND DE BRIGNAC

The iconic design of the Armand de Brignac bottle was born from a collaboration between the Cattier family and the fashion house Courrèges. Each bottle of Armand de Brignac, also known as “Ace of Spades”, is coated in metal and finished with four different pewter labels, before they are carefully polished.

Only 20 bottles can be completed per hour by one person due to the fact that all labels are applied by hand. Finally, the magnificent jewel-like bottles

are gently placed into beautiful black lacquered boxes which remind of the surface of a noble grand piano.

As a true luxury brand, not only the design is iconic, but also the product is exceptional. Reflecting the dream of Jean-Jacques Cattier and his son Alexandre, Armand de Brignac represents the best of the best from the region where their family have grown vines for more than 250 years.

PHOTO BY ARMAND DE BRIGNAC

Ace of
Spades:
The Iconic
Bottle

Carefully
Crafted
by Hand

PHOTO BY ARMAND DE BRIGNAC

PHOTO BY ARMAND DE BRIGNAC

Gently Placed
Into A Noble Lacquered Box

What makes Armand de Brignac Champagne so exclusive is the blending of a trio of vintages. Each Assemblage brings together the unique characters of three distinct harvests, while it maintains a powerful lineage from blend to blend.

Only including the very first and freshest portion of the Cuvée Press as a means to produce the very best champagnes possible, is one of the winemaking signatures of Armand de Brignac. This intense selectivity and meticulous attention to detail ensures that the juice abounds with vibrant fruit character, soft texture and balanced acidity.

Armand de Brignac is a champagne like no other. By combining disruptive branding with a highly innovative product, Armand de Brignac managed to find a unique positioning in the Champagne World. Open, bright, shiny, and highly awarded, the “Ace of Spades” Champagne speaks not only to renowned wine critics and connoisseurs but also to international business moguls and celebrities.

PHOTO BY ARMAND DE BRIGNAC

What could be the secret behind this extraordinary success? A harmoniously united family that has preserved the main ingredients of superior craftsmanship:
tradition, excellence, and exclusivity.

- This article has been published on the Edition 192 of the Creativ Verpacken Magazine -

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