Yes indeed, Jay-z is in the news for spending over 90K on champagne, the brand he acquired in 2014, Ace Spades, as part his cultural revolt against non-inclusive luxury brands. We're talking 11k tip alone on ice buckets and foil cutters.
Ace spades is a legitimate heir in the game, owning a recipe and a registered trademark dating back to the 40's or 50's. Jigga knows that if a product isn't seen being consumed by the public, it won't gain necessary traction. That's why he's out there propping himself up.
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It's one thing for hip hop culture to excoriate bad seeds, and another to promote itself quite naturally. Jay-Z's boycott Cristal in 2006 legitimately put an end to that brands foothold within hip hop circles and marked an opportunity for self representation.
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The bill which is captured below, takes into account over 40 bottles Ace Spades, 20 which were orderered in one shot. Witnesses say Jigga was literally handing them out like thanksgiving turkeys.
To quote LA rapper RJ, "If it ain't ace pour out the whole case."