The rapper and the French conglomerate are joining forces in the Champagne business, further cementing the alliance between the world of hip-hop and luxury as the Covid-19 pandemic saps sales of the festive wine world-wide.
source https://www.wsj.com/articles/jay-z-and-lvmh-pop-the-cork-in-champagne-tie-up-11613994900?mod=pls_whats_news_us_business_f
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