Christina Aguilera Becomes Creative Director at Champagne Beau Joie
The American pop singer Christina Aguilera will be the new global creative director of the champagne house Beau Joie. She has also become a partner.
“In this way, Beau Joie aims to position itself as a low-sugar alternative for a new generation of young, health-conscious champagne fans. This is reported by the trade magazine The Drinks Business.”
"I love champagne and I love to celebrate, but I don't want a lot of sugar," Aguilera explained. According to the American partner and entrepreneur Brandis Deitelbaum, she was also engaged for her "non-polarizing" effect on different target groups: "Christina appeals to a large and diverse group of fans from a wide spectrum of demographics."
Beau Joie, with around 120,000 bottles, is among the 16 best-selling champagne brands in the USA. The company was founded in 2010 by American entrepreneurs Jon and Brandis Deitelbaum. The parent company Toast Spirits LLC is based in Las Vegas. Since 2022, the US wine and spirits dealer Deutsch Family Wine & Spirits has been involved as a minority shareholder. Beau Joie is produced in Épernay and is particularly known for distinctive bottles with handcrafted copper coverings that are said to keep the bottles cool for 30 minutes.
(al – Image: Beau Joie)