Hollywood actor Leonardo DiCaprio has bought an equity stake in champagne house Telmont, its majority owner, Rémy Cointreau, noted on Wednesday, as luxury brands strike partnership deals with celebrities to broaden their appeal.
“From protecting biodiversity on its land to using 100% renewable electricity, Champagne Telmont is determined to radically lower its environmental footprint, making me proud to join as an investor,” DiCaprio said in a statement.
The Telmont champagne house was founded in 1912, and French drinks company Rémy Cointreau – whose rivals include Pernod Ricard and Diageo – bought a majority stake in it in October 2020.
Confident On Profit
On 25 January, the French spirits group beat third-quarter sales forecasts and noted that it was confident that demand for its premium cognac in China, the United States and Europe would underpin profit growth this year.
For the 2021/22 full year, Rémy Cointreau kept a forecast of ‘very strong’ organic growth in current operating profit and strong organic sales growth, and reiterated that it was confident in its ability to outperform the premium spirits market.
Celebrity Brands
In February 2021, LVMH’s Moët Hennessy bought a 50% stake in rap star Jay-Z’s Armand de Brignac champagne brand.
Historic luxury brands around the world have struck partnership deals with celebrities in their bids to lure younger customers, with Jay-Z’s pop star wife, Beyoncé, already involved in the Ivy Park sportswear brand.
DiCaprio is one of Hollywood’s most famed actors, winning an Oscar in 2016 for his role in the movie The Revenant, while his other hit films include Titanic and The Wolf of Wall Street.
News by Reuters, edited by Donna Ahern, Checkout. For more drinks stories, click here. Click subscribe to sign up for the Checkout print edition.
