For years Jay Z would tell the story of how Cristal champagne refused to partner or want to be associated with him or anything hip-hop.

“It has come to my attention that the managing director of Cristal, Frederic Rouzaud views the ‘hip-hop’ culture as ‘unwelcome attention,”’ Jay-Z said. “I view his comments as racist and will no longer support any of his products through any of my various brands including the 40/40 Club nor in my personal life.”

Well now Jay Finally inks a deal with a major liquor company that wants to be art of the Jay Z brand. Just days after the British beverage giant Diageo swapped whiskey for tequila, taking control of the Don Julio tequila brand from Jose Cuervo, a new company led by Jay Z has acquired Armand de Brignac Champagne from Sovereign Brands.

“We are proud to announce that Sovereign Brands, a New York-based wine and spirits company owned by the Berish family, has sold its interest in the Armand de Brignac (‘Ace of Spades’) Champagne brand to a new company led by the globally renowned Shawn ‘Jay Z’ Carter,”

Sovereign Brands said in a statement.

Yvonne Lardner, global director of brand communications for Sovereign, added in an emailed statement: “We have had a wonderful relationship with Jay Z throughout the years since he first discovered Armand de Brignac. He became interested in owning the brand and made us an offer we simply couldn’t refuse.”

Further details of the deal, including the name of Jay Z’s company, were not disclosed.