The mastermind behind Armand de Brignac’s Ace of Spades Champagne shares his thoughts on the power of ‘new’ brands, how he’s challenging French sparkling wine and why the drinks trade needs more disruptors. Merging the world of Hip Hop with Champagne, Berish was fundamental is developing the Armand de Brignac ‘Ace of Spades’ Champagne brand, which he sold to Jay-Z in 2014 and is now co-owned by the rapper and LVMH. And in 2021 he unveiled a sapphire-coloured French sparkling wine under his Luc Belaire brand. Other brands in Sovereign’s portfolio include Bumbu Caribbean rum, McQueen and Violet Fog Brazilian gin, Villon French liqueur and the newest addition: The Deacon Scotch whisky. Sovereign’s brands continue to be bolstered by the power of Pernod Ricard. The French drinks company took a minority stake in Sovereign Brands in September 2021, increasing its ownership in October 2022, with a distribution agreement inked in 2023. Now, Sovereign Brands is further expanding into the UK with plans to establish a ‘living space’ in London to complement its locations in New York and Atlanta. With nearly 30 years experience in the drinks industry, we find out what he thinks about celebrity drinks brands, his tips for new brands looking to breakthrough, and why his father remains his biggest inspiration. Sovereign Brands has created many successful wine and spirits brands. What has been your proudest achievement? For me, it’s not about one specific moment. Success is about relationships. If I meet a buyer, a bartender,
This Article was originally published on The Drink Business - Champagne
