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ARMAND DE BRIGNAC CHAMPAGNE

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The official brand presentation, including reference and media coverage.

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ARMAND DE BRIGNAC CHAMPAGNE

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TABLE OF CONTENTSThe Ultimate Toast………………………………….…..3Grapes……………………………………………………5Harvest & Pressing……………………………………..7Blending …………….……………………………….…..9Aging ……………………………………………………11Remuage & Dègorgement……….……………………13Dosage ………………………………………………….15Finishing…………………….…………………………..17Presentation………………………………..…………..19Taste…………………………….………………………21Worldwide Attention……………..…………………….23In the Cellar…..…………………………………….…134

EXPERIENCE ARMAND DE BRIGNAC

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THE ULTIMATE TOAST• Armand de Brignac exemplifies unmatched winemaking expertise and a true

passion for the art of Champagne.• Armand de Brignac is produced by award-winning Cattier family, who has owned

and cultivated vineyards in the Montage de Reims Terroir in the French Champagne region since 1763. Patriarch Jean-Jacques Cattier oversees the production of Armand de Brignac.

• Only eight people (including Jean-Jacques Cattier and his son Alexandre) are involved in the creation of each bottle of Armand de Brignac.

• The industry standard Parker’s Guide of French Wines has deemed the Cattier Chateau “Excellent” among the best producers of Champagne and listed them as one of 20 recommended houses out of the thousands in the region. The Chateau was also honored as among the best producers of both Brut non-vintage (the true standard of a house’s quality) and Prestige cuvées.

• Reflecting a palate refined by rare treasures and time-honored craftsmanship, Armand de Brignac Champagne is a seamless fusion of elegant artistry and bold innovation. Its superb quality is rooted in the prestigious heritage of a lineage dedicated to perfecting the art of Champagne.

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GRAPES• Our Brut Gold is pressed from a perfectly balanced blend containing Chardonnay,

Pinot Noir, and Pinot Meunier – the three grape varieties allowed in genuine Champagne.

– Armand de Brignac owes its light, racy effervescence to the quality of the Chardonnay grapes.

• The most versatile of wine grapes, beloved for its soft, fruity flavors. • Sole varietal used in Blanc de Blancs Champagnes• Sometimes aged in oak to bring out vanilla, caramel, and buttery aromas.

– Pinot Noir adds strength and boldness and is responsible for the depth of the Armand de Brignac palate.

• A red wine grape that is one of the world’s most exquisite and difficult-to-raise. • Thrives in France’s Burgundy region. • Varied in flavors and bouquets, it is often light in body, with raspberry or cherry

aromas. – Pinot Meunier provides the roundness, nuance and fruitiness to the rich body

of Armand de Brignac. • A variant of Pinot Noir, Pinot Meunier earned its place in the Champagne vanguard

with its requisite richness and body. • Sometimes used to produce dry, fruity red wines, but more often valued for its

qualities as a building block of Champagne.

EXPERIENCE ARMAND DE BRIGNAC

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HARVEST & PRESSING• Champagne is the drink of celebration• We believe that the harvest should be the most joyful time in the vineyards, • It might even be said that some of the harvest revelry is imparted through the 250

million bubbles in each bottle.• Armand de Brignac grapes are selected from only the finest vineyards in Marne

(historic terroir in Champagne region).• Many of Champagne’s producers are increasingly using larger, valve-driven

presses; we employ a traditional Champenois Coquart press. • Press ensures slow and high-quality yield from carefully hand-sorted grapes• Each bottle is made from the most exquisite fraction of these celebrated grapes.• Only the first pressing of the harvest is used classifying Armand as a Prestige

cuveé.– A Prestige cuvée contains the richest wine from each harvest, enabling the Champagne to

become more complex and delicate as it ages.

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BLENDING• After the grapes are pressed, the Chateau’s oenologues, Jean-Jacques and

Alexandre Cattier, create the signature cuvée blend.• A percentage of the finest harvests stored from prior years is added to the newly

harvested yield to ensure consistency between bottlings.• Armand de Brignac is made in the traditional style, using a blend of vintages.• This blend preserves the Champagne’s character with an excellence that marks the

finest examples of Champagne art. • Armand de Brignac bridges modern sensibilities with regal heritage - transporting

one to a time when parts of our vineyards were owned by King Louis XV’s officers & royalty savored the best wines made by each Chateau.

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AGING• When master oenologues have achieved the perfect formula, the wine is bottled by

one craftsman using a traditional semi-automatic tool. • Although the process results in far fewer bottles, it enables our expert artisans to

ensure that each bottle of Armand de Brignac meets the highest standards of quality and craftsmanship.

• After Armand de Brignac has been bottled and sealed, the bottles are stored in a section of the Cattier cellar designated for its ideal conditions for aging the blend.

• Descending more than 119 steps (over 30 meters) underground, the cellars are considered among the deepest in Champagne

• Cellars maintain a constant cool temperature conducive to the slow, natural aging process that brings out the classical character of Armand de Brignac.

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REMUAGE & DÉGORGEMENT• After aging for many months in the chalk cellars, the bottles are placed in traditional

wooden racks to undergo remuage – a centuries-old riddling process.• Each vessel is turned slightly by hand each day to sift out the sediment which

settles in the bottlenecks. • Full month of gradual riddling is necessary to purify the wine without disturbing its

natural aging. • Although numerous Champagne houses now use mechanized riddling devices,

Armand de Brignac is defined by quality that can only result from time-honored techniques.

• After a full month of sifting the wine sediment into the neck, the bottles are then partially frozen and the sediment is ejected in a process called dégorgement.

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DOSAGE• The blend of wine is augmented with a liqueur de dosage, a liqueur made from a

secret formula passed down through the family. The liqueur is created from fine cane sugar and a blend of the very best still wines from prior harvests.

• The dosage is further enhanced by aging in oak barrels for 9 months to impart a touch of soul to the Champagne. The barrels come from Burgundy, once-used for Chardonnay.

• This step is especially important in maintaining the unique character of Armand de Brignac; no other wine in the world includes the same combination of meticulously-selected vintages from our private terroir.

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FINISHING• Bottles are corked and sealed only as quickly as our artisans can operate the

bottling press. • Ornate, delicate Armand de Brignac bottles must be handled with care and

packaged by hand due to the bottle’s special shape and plating. • After the cork and metal muselet are added, the black bottle capsule, stamped with

the Armand de Brignac crest, is secured. • In the last stage of production, each of four pewter labels are applied to the bottle

by hand and polished by an artisan, making each bottle of the Champagne unique and distinctive.

• When two bottles are placed side by side, subtle differences can be seen in the fine pewter details, as well as in the tone and texture of the beaten metal’s rich hues.

• One thing holds true for every bottle of Armand de Brignac - the buttery-soft, creamy, and complex Champagne held within.

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PRESENTATION• The unmistakable, gold-plated bottle has its roots in the French fashion industry

and its reputation for opulence. • Conceived by the celebrated André Courrèges fashion house• Decorated at a single site in Europe• The paperless bottle features four pewter labels that are hand-applied to the

surface of the bottle. • Wrapped in a lush, embroidered velvet bag stitched with the bottle’s signature

insignia. • For retail, the bottle is packaged in a handsome black lacquered wooden case,

fitted with an engraved tin nameplate, lined in black velvet and embossed with the brand’s royal crest. All bottles of our Rosé and Blanc de Blancs Champagnes are packaged in this wooden gift box, complemented with adornments matched to the bottle colors.

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TASTEAll Armand de Brignac cuvees are produced in a traditional, old‐world style from 

grape to glass.

BRUT GOLD• Complex, full-bodied bouquet – both fresh and lively – with light floral notes• On the palate, a sumptuous, racy fruit character perfectly integrated with the wine’s

brioche accents• Creamy texture with great depth and a long, silky finish

ROSE• Beautiful salmon-hued wine with a rich, pure bouquet of red fruits up front and

delicately smoky grilled notes behind• Fresh and full-bodied on the palate with aromas of fresh strawberries and

blackcurrant and Armand de Brignac’s characteristic long, silky finish

BLANC DE BLANCS• Pale gold, 100% Chardonnay Champagne with a light, clear bouquet, youthful fruit

notes and floral accents• Delicate, pure structure with bright onset and long, lingering finish. Dry and crisp,

with accents of young Chardonnay grape and aromas of vanilla, citrus fruits, and apricots.

EXPERIENCE ARMAND DE BRIGNAC

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WORLDWIDE ATTENTION• Brand has made a splash worldwide at each market into which it has been

introduced: French Riviera, Stockholm, Dublin, Los Angeles, Las Vegas, New York, Amsterdam, Israel, Miami, London, Tokyo, Mexico, Moscow, others

• Spotlighted in video and lyrics for Jay-Z’s hit singles “Show Me What You Got”, “Roc Boys”, and “Blue Magic” and in Fabolous’ “Make Me Better” & “Baby Don’t Go” music videos.

• Requests have come from Warner Bros studios (gift bottles for Oscar/Golden Globe winners), NBA (LeBron James, Kevin Garnett, Eddy Curry, and Kenyon Martin), NFL (Larry Johnson, Warren Sapp, Chicago Bears Super Bowl Celebration), many recording artists including Justin Timberlake and Christina Aguilera

• Requested for MLB Baseball athletes (Barry Bonds, Alex Rodriguez), and for Will Smith / Tom Cruise / Katie Holmes party for David and Victoria Beckham in Los Angeles

• Chef Alain Llorca, recognized as one of France’s top culinary artists, has personally chosen Armand de Brignac for the menu of his restaurant Le Moulin de Mougins on the French Riviera, home to the toughest critics in the Champagne world.

• Master Chef Jacques Chibois and Chief Sommelier Frèderic Brochem of La Bastide Saint Antoine (Grasse/Cannes, France) selected Armand de Brignac as the featured wine for the two-Michelin star restaurant’s Christmas dinner

• Selected by Jacques & Laurent Pourcel’s Le Sens Restaurant in Paris as the restaurant’s featured Champagne

• Chosen for the menu of Reims’ two-Michelin star restaurant L’Assiette Champenoise

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The new Meylenstein Bar & Lounge, one of many Swiss luxury accounts serving Armand de Brignac

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Jay-Z, Sean “Diddy” Combs

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Jacques Chibois’ La Bastide Saint Antoine

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Spirit diVino, Italy’s largest wine & spirits magazine

(Exerpt)The splash this new brand has made speaks volumes about the

Champagne. The demand for the Champagne rose so much that in old Europe, its place of birth, it has become almost a myth, because the precious bubbly, until recently, was could mainly be found exclusively in the United States. Today, it is also seen in Japan, Sweden, Ireland, Holland, the United Kingdom, and of course in limited quantities in France. It is also available in small quantities in Italy.

But who is this mysterious Champagne? It is Armand de Brignac, “Ace of Spades,” a cuvée that entered the market in 2006, assembled by the prestigious Cattier house. The Cattier maison, one of Champagne’s most historic, also boasts the single ancient vineyard of Clos du Moulin from which another of their Champagnes takes its name. Cattier enjoys a solid reputation based on the ownership of the vineyards by a single family since 1763.

We know the packaging, but what about the wine? Interestingly, Cattier chose to make the “Ace of Spades” Brut as a multi-vintage Champagne. It allows the expression of the best style of traditional champagne, which above all that it is a blend of the best years that would be impossible to obtain in a single-vintage wine.

There is great curiosity with which you approach this bottle. The golden glass holds an aroma that initially reveals an moderate nose (rather compact, with light mineral tones and of subtle brine) that after a few moments expands elegantly and invitingly: mature fruits, sweet floral hues and much more. The mouth has the complexity of white Burgundy, with a maximum of buttery flavor, but always fresh. The finish is full and pleasant, with considerable length.. All in all, Armand de Brignac’s Champagne matches its bottle’s personality. Only limited quantities are available.

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Young Jeezy, Sean “Diddy”Combs, Jay-Z, Jermaine Dupri, Usher

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Jay-Z - “Show Me What You Got” video

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Chef Alain Llorca’s Le Moulin de Mougins

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Tom Cruise, Katie Holmes, Victoria & David Beckham, Jada Pinkett-Smith, Will Smith

Los Angeles Welcome Party for David & Victoria Beckham – 60 cases of Armand de Brignac served as the evening’s exclusive Champagne by request of co-host Will Smith

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Served at Switzerland’s

Waldhaus Am See, Wine

Spectator’s Best Wine Bar and the

world’s largest Whiskey Bar

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Jay-Z – “Blue Magic” video

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Kevin Garnett

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Served at the Chateau de laMuire’s Restaurant L’AssietteChampenoise

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LeBron James Birthday Party request

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Video for Fabolous (feat. Ne-Yo) –“You Make Me Better”(Billboard #1 Single)

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Martha Stewart with Armand de Brignac and Usher

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Fabolous (feat. Jermaine Dupri) – “Baby Don’t Go” video

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Larry Johnson

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Armand de Brignac luxury market coverage in Switzerland

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Jermaine Dupri

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Served at La Villa Romana(St. Tropez, France)

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Kenyon Martin

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Club zum RennwegPrivate Business ClubZurich, Switzerland

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L’Union, Newspaper of Reims/Champagne, France

“ACE OF SPADES”: THE BOTTLE OF GOLDAttention, Dom Perignon and Cristal. You have reason to be

concerned – behold the Ace of Spades. It’s been purchased by George Clooney, the Beckham couple, and Will Smith, and featured in People magazine on the other side of the Atlantic, and is the “bling-bling”bottle to have. For the Cattier house, it is a stroke of genius. Jean-Jacques Cattier has enjoyed the attention of high society, brought about in part by his contact a few years ago with an American company, Sovereign Brands, which also distributes spirits. Sovereign Brands sought a partnership for a very top-of-the-range Champagne, sold as an ultra-premium product. If the wine was to become successful, it first needed to be baptized with a name. Jean-Jacques Cattier proposed “Armand de Brignac. It was a name that was already had the rights to use. We owed the name to my mother, Nelly, whose most beloved novel had a hero named De Brignac. However, for the Champagne, we had to add the first name ‘Armand’, to avoid confusion with the village Brignac, in Southwest France.”

To begin with, 6000 bottles were produced for sale. The Cattier house and their American partners were especially concerned with the bottle’s aesthetic. The bottle has a gold varnish and a label in the shape of the Ace of Spades. It was quickly nicknamed “Ace of Spades”, as it’s easier to pronounce than “Armand de Brignac.” The bottle’s fame started spreading in October 2006, when Jay-Z (fiancée of Beyonce and nightclub owner, among other things) showed it in a music video. The bottle is sold in the neighborhood of $400, but in nightclubs can reach as much as $900 for bottle service. Jean-Jacques Cattier estimates that around 20,000 bottles will be produced for the entire world this year.

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Alex Rodriguez Home Run Record

Purchased as gifts for nominees by Warner Bros studios for the 2007Academy Awards

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Featured Champagne at Paris’ V.I.P. Room bar & nightclub

Chosen by sommeliers for “The New Luxury” at Switzerland’s Globus department stores

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Armand de Brignac featured on the Rachael Ray Show

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Featured Champagne at Jacques & Laurent Pourcel’s Le Sens Restaurant, Paris

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Served at Monaco’s Sass’ Cafe

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Coverage of Armand de Brignac event at Cannes Film Festival, 2008

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Served at Hollywood’s Beverly Wilshire Hotel

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Served at Mr. Chow, Los Angeles & NYC

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Listed at Mastro’s Restaurants in Los Angeles,California

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Spain – national online coverage

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Served at the Ritz-Carlton, Laguna Niguel (California’s top-rated Ritz hotel)

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Featured in Globus (Swiss department store)’s 2008 “New Luxury” Catalog

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Singapore Launch Coverage

London Design Festival feature

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Sold at Harrods, London UK

Window Displays

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Champagne review by Swedish wine expert Kåre Hallden

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Feature Article in The Independent newspaper (UK)

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3-page article in Dine Out Magazine

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Article in PrestigeMagazine

(Switzerland)

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IN THE CELLAR• Currently maturing in the Armand de Brignac cellars (produced in even more limited quantities

than Brut Gold):– New Magnum size (1.5L) is currently available for our Brut Gold and will be also be

available for both the Rosé and Blanc de Blancs blends in 2009.– New Methuselah size (6.0L) is available in extremely limited quantities for our Brut Gold.– Our Jeroboam size (3.0L) will be available in mid-late 2009

CLOS YONS• The Armand de Brignac vineyards also include a specially-segregated plot of land designated the

Clos Yons. • The Champagne made exclusively from the Clos grapes has been recognized for unique

characteristics that set it apart from the surrounding terroir. • A very small quantity of Armand de Brignac Clos Yons is currently aging according to a family-

secret method until it achieves the mercurial nature unique to its terroir.

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