Taylor Swift’s Champagne Moment at the Grammys Reignited Interest in This Celebrity-Owned Brand

Taylor Swift arrives at the 67th annual Grammy Awards on Sunday, Feb. 2, 2025, in Los Angeles. (Photo by Jordan Strauss/Invision/AP)

Though Taylor Swift may have walked away from the Grammys with six nominations and zero wins under her belt, the pop star sure knew how to make a splash.

Amid headlines over her “T” leg chain and Album of the Year presentation, one moment (or rather, a series of moments) stood out from the crowd. Those tuning into the awards show spotted Swift carrying a gargantuan champagne bottle throughout the night, one she gleefully used to greet the festivities in many a viral video circulating on social media. The “The Tortured Poets Department” singer was seen dancing along to Charli xcx with bottle in hand; later in the evening, she raised a glass of bubbly to Kendrick Lamar’s Record of the Year win. An image of that toast has already racked in tens of millions of views.

🚨| Taylor wearing Jack’s glasses while dancing at the GRAMMYs!

pic.twitter.com/b6soVUcimX

— Taylor Swift Updates (@TSUpdating) February 3, 2025

Suffice it to say that any product spotted in Swift’s hands is bound to see a sizeable bump in popularity. As such, it should come as no surprise that her choice of liquor was hardly a coincidence.

The bright gold bottle at the center of the night was Armand de Brignac, a champagne launched by Jay-Z in 2006. Better known as Ace of Spades due to its distinctive logo, the brand sells its cheapest bottle at an eye-watering $300. Pricier picks range up to $2,500, per Wine-Searcher, with a box set of the brand’s complete collection costing just under $6,000 — about the same as a used car on Craigslist.

Armand de Brignac was Jay-Z’s second foray into the alcohol industry following the failed launch of Armadale Vodka in 2002. Conceived as a Black-owned alternative within the sparkling wine industry, the champagne was buoyed by all the marketing leverage Jay-Z had at his fingertips. In the music video for his hit 2006 single “Show Me What You Got,” the rapper was seen waving away a bottle of Cristal at the club in favor of a bespoke suitcase carrying Ace of Spades. Similar product placement began rolling out at a steady pace as sales climbed year over year for the venture.

The business took a turn in 2021, when the rapper-turned-business mogul partnered with LVMH. Known for a laundry list of glitzy brands including Hennessy, Christian Dior, Louis Vuitton, Moet & Chandon and Givenchy, the French luxury conglomerate bought a 50% stake in Jay-Z’s champagne for a reported $750 million. It was the beginning of a lucrative partnership. When Beyoncé launched her inaugural spirits brand, SirDavis Rye Whisky, in 2024, the pop star did so with none other than LVMH. Though no single figure can quantify Jay-Z and Beyonce’s relationship with the company, it likely reaches into the billions.

And thus we find ourselves at the 2025 Grammys. While Armand de Brignac is hardly the first brand in need of the “Taylor Swift effect,” it should be noted that search interest in the brand surged by 250% in the days following the awards show.

Swift has used her star power to propel other alcohol brands in the past. During a Chiefs-Jets game in 2023, she was seen holding a can of Betty Booze — her friend Blake Lively’s recently launched pre-mixed cocktail — alongside myriad celebrities on the sidelines. A few weeks later, Swift was spotted conspicuously sipping Casa Azul Tequila Soda, a company that her boyfriend, Travis Kelce, had just bought an equity stake investment in. Interest in both brands immediately surged to never-before-seen heights.

Now, thanks to Swift, the Carters have one more thing to celebrate in addition to Beyoncé’s three award wins at the 2025 Grammys.