Armand de Brignac made its debut in JAŸ-Z’s 2006 video for “Show Me What You Got.” Within a few years, other voices in art and music picked it up independently, and “Ace of Spades” became the champagne more people started reaching for. As the brand expanded its range with the introduction of Rosé and Blanc de Blancs in 2008, it continued to challenge long-standing assumptions about what champagne could be, and who it was meant for.

In 2011, the brand reached a new scale with the introduction of the 30L Midas, the largest bottle format in champagne. It quickly became a trophy of its own: Dallas Mavericks owner Mark Cuban marked the team’s NBA Championship with a 15L bottle, the Boston Bruins followed with their own 30L Midas the same year, and the New York Giants toasted their Super Bowl win the same way in 2012. At the same time, Armand de Brignac found a place on Michelin-starred tasting menus and prestigious wine lists around the world. By 2015, the brand continued to push its own boundaries with the introduction of Demi-Sec and the first Blanc de Noirs Assemblage No. 1 (A1), a release of fewer than 3,000 bottles that marked the brand’s first collectors release built for cellars, presented that year at Rihanna’s Diamond Ball II alongside celebrities including Kevin Hart, Jada Pinkett Smith and Will Smith.

Assemblage No. 2 (A2), released in 2016, was named the world’s best Blanc de Noirs champagne in a blind tasting that year, and the Rosé took its own accolade in 2017 as Best Rosé Champagne in the World. Demand followed the acclaim: annual production expanded from roughly 60,000 bottles in 2014 to more than 500,000 by 2019, the same year Armand de Brignac released its rarest cuvée yet, Assemblage No. 3 (A3). Its cultural footprint kept pace, poured year after year at Rihanna’s Diamond Ball alongside a guest list that included JAŸ-Z, Beyoncé, and Leonardo DiCaprio. By 2019, the gold bottle had made its Hollywood debut at JAŸ-Z’s second annual “Gold Party,” already one of Oscar night’s most coveted invitations, transforming Armand de Brignac into a symbol not only of achievement, but of access to the highest levels of culture.

By 2021, JAŸ-Z made a deal that valued the brand at more than $600 million, pairing its musical origin story with the distribution power of the world’s largest luxury group. Its presence in sports kept pace, from championship celebrations to the WNBA Finals locker room in 2023, the same year the House released Assembage NO. 4 (A4), the longest-aged expression in the history of the series. In 2024, Armand de Brignac broke from one of the traditions that had defined it since the beginning: after years of building its reputation on tri-vintage assemblage, the House released its first-ever single-vintage champagne, the Blanc. de Noirs Vintage 2015.

As Armand de Brignac celebrates 20 years, JAŸ-Z celebrates “30” as an artist, bringing his legacy to stadiums across Los Angeles, London, and Paris following three sold-out shows at Yankee Stadium. In 2026 Armand de Brignac was spotted at the New York Knicks’ championship locker room celebration and in the hands of OG Anunoby at the official NYC parade. It continued its presence as a fixture of awards season, including the Actor Awards and Brit Awards. In the U.S., the brand marks its own milestone with the release of Blanc de Noirs Assemblage No. 5, alongside a slate of activations, from pop-ups to restaurant partnerships to consumer events, all built around “The Height of Celebration.” Twenty years later, the gold bottle remains what it has always been, and more: a symbol of the people, achievements, and cultural moments that define what it means to reach the top.