What goes along with Armand de Brignac is Jay-Z. The rapper put the flashy bottle on the map when he featured it in his 2006 music video for "Show Me What You Got." The video is typical of mainstream hip-hop, with one possible exception: toward the end, a waiter presents Jay-Z with a bottle of Cristal champagne, and Jay-Z declines with a sweep of his hand. In its place, he accepts a gold bottle of then-unknown Armand de Brignac. Coming from someone who'd been rapping Cristal's praises for years--and once bragged that he was "popping that Cristal when all y'all thought it was beer"--this marked a major departure.