Deutsch Family Wine & Spirits creates joint venture for Beau Joie champagne

Becomes the exclusive sales and marketing arm of the Top 16 champagnes in United States

STAMFORDConn. , April 4, 2022 /PRNewswire/ — Deutsch Family Wines & Spirits entered into a joint venture partnership with Toast Spirits, LLC effective April 1, 2022. Under the terms of the agreement, Deutsch Family Wine & Spirits will acquire a minority stake in Beautiful Joy Champagne as well as exclusive sales and marketing rights for United States, Canada and the Caribbean.

Beau Joie Rosé Brut (left) and Brut Nature (right)

Beautiful Joy (French for “Beautiful Joy”) is already in the top 16 Champagnes United States, with distribution in 45 states. The brand portfolio includes a range of champagnes designed to appeal to a variety of consumer tastes and festive occasions, from the elegant to the extraordinary.

The portfolio currently includes:

– Raw Plain: Blend of 60% Pinot Noir, 40% Chardonnay. Zero dosage. Aged 6-8 years on yeast. PRS $99
– Brut Rosé: Blend of 50% Pinot Noir, 50% Chardonnay. Aged 6-8 years on yeast. PRS $129
– Specialty items: Squire Brut, Sugar King Demi-Sec, Beautiful Joy Goldand limited-edition collaborations (most recently with a stunning collaboration with luxury fashion house, Marchesa).

“Traditionally, Champagne has been defined by heritage and tradition,” said Tom Steffanci, President of Deutsch Family Wine & Spirits. “Beautiful Joy on the other hand, is young and energetic, attracting different consumers in the world of Champagne. We are proud of our new partnership with Jon Deitelbaum and Toast Spirits, and with the help of the best distribution network in the United States, we are confident that we can help introduce the brand to a large number of new consumers.”

Beautiful Joy is a hot brand and grew 65% in 2021. In comparison, champagne grew 25% in United States in 2021, more than double Sparkling Wine’s overall growth of 11%. Beautiful Joy sold 13,000 cases worldwide and 12,000 cases in United States in 2021.

“We are delighted to enter into a partnership with Deutsch Family Wine & Spirits, to continue to supply Beau Joy’s remarkable growth,” said Jon Deitelbaum, Founder and CEO of Toast Spirits. “Beautiful Joy climbed the ladder of Champagne because of the very differentiated positioning of the brand. My co-founder, Brandis Deitelbaumand I am delighted to enter into a partnership with Deutsch Family Wine & Spirits and their distributor partners, to continue to supply Beau Joy’s remarkable growth.”

The first priority of the joint venture will be to launch a new $49 Champagne Brut, blend will be 30% Pinot Noir, 30% Chardonnay and 40% Pinot Meunier, and it will be aged 6-8 years on yeast. It will feature unique and elegant packaging design and new consumer communication.

“Impressively, Jon and his team were able to create a Top 16 champagne brand comprised of the above offerings $80. This launch of $49 the offer will allow us to evolve Beautiful Joy“, added Steffanci.

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

On Beau Joy Champagne
The inspiration for Beautiful Joy came as the founders of Toast Spirits were spending time in the Champagne region France learning craftsmanship and the art of production. They sought to create something new, the highest quality champagne from a brand that also represents disruption, celebration and the fearless pursuit of pleasure. In 2011, Beau Joy Champagne was born. www.beaujoiechampagne.com.

About Deutsch Family Wine & Spirits
Originally called WJ Deutsch & Sons Ltd., the company was founded in 1981 by President Bill Deutsch market quality wines produced by prestigious families in the main wine-growing regions of the world. In 2009, he announced the expansion of the award-winning business to include a spirits portfolio. Today, the company is renowned for its brand building prowess and ability to meet the needs of the modern consumer. Bill’s son Peter Deutsch is CEO; thus, two generations of the Deutsch family work side by side in their continued quest to build strong brands and relationships in the wine and spirits industry.

The portfolio includes award-winning wines from Australia: [ yellow tail ]; [ yellow tail ] Pure bright; California: Bellacosa, Cave Girard, Joseph CarrJosh Cellars, Josh Cellars Reserve, Layer Cake, The Calling; France: Andre Lurton, Beau Joy ChampagneCellar of Lugny, meadow flowersHob Nob, Sauvion and Son Vineyards; Italy: Baron FinishedVilla Pozzi; New Zealand: Crossings; Portugal: Quinta Do Vale Meão; Argentina: Clos de los Siete; and award-winning spirits: Redemption Whisky, Bib & Tucker BourbonMasterson’s Rye, Luksusowa Vodka and Gray whale gin. www.deutschfamily.com