Deustch Family Wine & Spirits entered into a partnership with Toast Spirits LLC giving Deutsch a minority stake in Beau Joie Champagne as well as exclusive sales and marketing rights for the U.S., Canada and the Caribbean. Terms weren’t disclosed.
“Traditionally, Champagne has been defined by heritage and tradition,” said Tom Steffanci, President of Deutsch Family Wine & Spirits. “Beau Joie in contrast, is youthful and high energy, attracting different consumers to the world of Champagne. We are proud of our new partnership with Jon Deitelbaum and Toast Spirits, and with the help of the best distributor network in the U.S., we are confident we can help introduce the brand to a huge number of new consumers.”
Beau Joie is a hot brand and grew 65% in 2021. By comparison, Champagne grew 25% in the United States in 2021, more than double that of Sparkling Wine’s overall growth of 11%. Beau Joie sold 13,000 cases globally and 12,000 cases in the United States in 2021.
“We are thrilled to enter into a partnership with Deutsch Family Wine & Spirits, to continue fueling Beau Joie’s remarkable growth,” said Jon Deitelbaum, Founder/CEO of Toast Spirits. “Beau Joie has been climbing the ranks of Champagne because of the brand’s highly differentiated positioning. My co-founder, Brandis Deitelbaum, and I are excited to enter into a partnership with Deutsch Family Wine & Spirits, and their distributor partners, to continue fueling Beau Joie’s remarkable growth.”
The first priority of the joint venture will be to launch a new $49 Brut Champagne, assemblage will be 30% Pinot Noir, 30% Chardonnay and 40% Pinot Meunier, and it will be aged 6-8 years on yeast. It will feature a unique, elegant package design and new consumer communication.
“Impressively, Jon and his team were able to build a Top 16 Champagne brand comprised of offerings above $80. This launch of the $49 offering will enable us to scale Beau Joie,” added Steffanci.