Deutsch Family Adds Beau Joie Champagne to Portfolio

Deutsch Family Wine & Spirits has entered into a joint venture partnership with Toast Spirits, LLC, effective April 1, 2022. According to terms of the deal, Deutsch Family Wine & Spirits will acquire a minority ownership stake in Beau Joie Champagne as well as exclusive sales and marketing rights for the United States, Canada and the Caribbean.

Beau Joie (French for “Beautiful Joy”) currently has distribution in 45 states.

The portfolio includes:

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  • Brut Nature: Assemblage 60% Pinot Noir, 40% Chardonnay. Zero dosage. Aged 6-8 years on yeast. Suggest retail price of $99 per 750-ml. bottle
  • Rosé Brut: Assemblage 50% Pinot Noir, 50% Chardonnay. Aged 6-8 years on yeast. Suggested retail price of $129 per 750-ml. bottle.
  • Specialty Items: Squire Brut, Sugar King Demi-Sec, Beau Joie Gold, and Limited-Edition Collaborations.

“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 sold 13,000 cases globally and 12,000 cases in the United States in 2021.

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“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 and 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.

“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.

ArentFox Schiff LLP served as outside legal counsel for Deutsch Family Wine & Spirits. Zepponi & Company served as the exclusive financial advisor to Toast Spirits.

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