Las Vegas-based Toast Spirits has agreed the sale of an unspecified size stake in its Beau Joie champagne brand to singer Christina Aguilera.
The 16-year-old brand owner, founded by former Constellation Brands executive Jon Deitelbaum, confirmed the transaction earlier this week. As well as choosing not to disclose how much of the business Aguilera (below) has acquired, Toast Spirits also chose not to provide details of the sum paid by the singer.
Beau Joie, which has a portfolio of four cuvées – brut, rosé, brut nature and brut rosé – is positioned as a low- & no-added sugar champagne.
“When you first see Beau Joie, you immediately gravitate toward the bottle, but the real surprise is the wine,” said Aguilera. “I was blown away by the taste and quality.
“I’m on the road constantly, and I live a very active lifestyle, so I’m conscious of what I eat and drink. I love champagne and I love celebrating, but I don’t want a lot of added sugar.”
Deitelbaum added: “Christina appeals to a wide and diverse group of fans across a broad, non-polarising range of demographics. The mutually beneficial partnership will support Christina’s efforts with products already in the retail and mass market channel.
“She will be an important part of our growth as we expand distribution … on our quest to own the better-for-you segment of the champagne market.”
Elsewhere in the champagne category recently, Henkell Freixenet appeared poised to up its presence, commencing negotiations in June with Maison Pommery & Associés. The two parties stepped away from a purchase/sale just over a month ago.
