"In it for More than the Champagne"

Image Source: The Economist

I had never heard the phrase "in it for more than the champagne" before reading Lexington's column about William F. Buckley in the Economist, but it's brilliant. I don't know if it's a standard saying that goes back decades or if it's a newly coined expression. Either way, I will be adopting this, along with multiple variations that can be tailored to the circumstances (e.g., "In it for more than the Alize").