American Marketer


Beyoncé fans vexed by $20K Armand de Brignac Champagne dumping

May 22, 2015

Gold bottles of Armand de Brignac Gold bottles of Armand de Brignac


Pop star Beyoncé Knowles-Carter has received negative feedback on her latest music video due to the high-end Champagne featured in a particular scene.

In Beyoncé’s music video for “Feeling Myself,” which features rapper Nicki Minaj, the pop star reportedly dumps a $20,000 bottle of Armand de Brignac Champagne into the water of a hot tub. The Champagne brand, owned by Beyoncé’s husband Jay Z since last year, ranges in price from approximately $300 to upwards of $20,000 per bottle, causing fans and critics alike to call out the singer for blatant wastefulness.

Product placement gone wrong
Music videos and popular songs often include product placement and mention of luxury brands that lead to exposure for the houses mentioned and may lead to purchases (see story). But, if consumer response is negative it may tarnish the brand’s reputation and dilute its standing among affluents.

In the video, Beyoncé seemingly pours out the bottle of Champagne without hesitation given the price tag associated with the gold bottle.

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Still from Beyoncé’s music video for Feeling Myself

Commonly referred to as Ace of Spades, the Champagne brand has been involved with Jay Z when it was featured in the rapper’s music video for “Show Me What you Got,” after a dispute with Cristal, according to Entertainment Tonight.

There is a chance that Beyoncé did not have to pay for the bottle given her husband’s association, or it may have been a prop replaced with a less expensive Champagne or even sparkling cider, but fans are displeased with the lavish display of wealth and carelessness.

Many took to Twitter to express their disappointment with one critic tweeting a video still and a image of the Ace of Spades gold bottle with text reading, “Beyoncé pouring my college tuition fees into a hot tub.”