There’s something poetic about opening a bottle of Champagne on a day dedicated entirely to it. Observed on the fourth Friday of October, Champagne Day is less about ritual and more about joy — an invitation for lovers of bubbly to lift a glass to themselves and celebrate what is arguably France’s best export.
This year, Armand de Brignac invites connoisseurs to celebrate with its Assemblage No. 5, a Blanc de Noirs crafted exclusively from Pinot Noir grapes sourced from Premier and Grand Cru villages. It’s a remarkable blend of the 2014, 2015, and 2016 harvests — three vintages harmonised into one luminous expression. With just 8 165 bottles released globally, Assemblage No. 5 was first introduced during an intimate tasting in Johannesburg that I recently attended.
The luncheon at The Saxon Hotel, Villas & Spa (which JAY-Z raps about in the hit MOOD 4 EVA), was hosted by the brand’s President and CEO, Jasmin Allen, alongside Vice President Gerald Loparco. The occasion marked a milestone for Champagne lovers in South Africa. “Africa has magic,” Jasmine said at the gathering. “The world is paying close attention to its creativity, energy, and future potential. South Africa is already one of our top 10 markets, and I believe we’ve only scratched the surface.”
Assemblage No. 5 is an ode to the House’s signature art of multi-vintage blending — a technique that balances the vivacity of young wines with the depth of matured reserves. The result is a cuvée with delicate notes of red fruit and brioche, designed to linger long after the first sip. Best enjoyed chilled, it pairs beautifully with lighter fare, from seafood and canapés to late-afternoon sunshine.
Founded in 2006 by Shawn “JAY-Z” Carter, Armand de Brignac combines traditional French winemaking with a modern, international outlook. “This brand was built from the ground up,” said JAY-Z. “Assemblage No. 5 represents years of dedication and detail. It’s bold, uncompromising, and a testament to the legacy we’ve crafted — one bottle at a time.”
The launch of Assemblage No. 5 not only marks a significant milestone as the brand approaches its 20th anniversary in 2026 but also underscores a renewed commitment to expanding its presence in the African market. With this release, Armand de Brignac signals future growth while honouring Champagne artistry and the dynamic spirit of South Africa.
As the world uncorks bottles for Champagne Day, Armand de Brignac’s latest creation reminds us that true celebration is timeless. Whether poured into crystal flutes, elegant coupes, or — ideally — a wine glass, Assemblage No. 5 is more than a drink; it’s a statement of artistry, heritage, and pure joy.
INSIDE THE ACE OF SPADES LEGACY
Hip-Hop Heritage: Founded by Shawn “JAY-Z” Carter in 2006, the brand partnered with LVMH’s Moët Hennessy in 2021.
Hand-crafted Bottles: Each metallic bottle is finished by hand — including the pewter Ace of Spades labels — ensuring no two are ever exactly the same.
Assemblage Mastery: The Blanc de Noirs Assemblage series (A1–A5) blends three vintages of 100 per cent Pinot Noir — a rarity in Champagne — and represents the maison’s most limited and collectable releases.
Family-owned Roots: Produced by the Cattier family, 13th-generation winemakers in Chigny-les-Roses, whose cellars date back to the 1700s.
South African Success: South Africa ranks in the maison’s global top 10 global markets and will be part of Armand de Brignac’s 20th– anniversary celebrations in 2026.
