Christina Aguilera Takes Ownership Stake in BEAU JOIE Champagne

BEAU JOIE Champagne said Thursday that singer Christina Aguilera has taken an ownership stake in the company and will serve as its global creative director, a move that gives the luxury Champagne brand a high-profile partner as it tries to expand in the U.S. market with low- and no-added-sugar products.

The announcement came from Toast Spirits LLC, the Las Vegas-based owner, importer and marketer of BEAU JOIE. The company did not disclose the size of Aguilera’s stake or the financial terms of the deal.

In her new role, Aguilera is expected to help shape the brand’s image and marketing around what the company calls its “Bubble Better” positioning. According to the company, that work will focus on building awareness with consumers, retail and restaurant buyers, and younger legal-age Champagne drinkers.

Aguilera said the partnership was driven in part by her own interest in lower-sugar beverages. In a statement released by the company, she said the brand first drew her attention because of its bottle design, but that she was more impressed by the wine itself. She also said that because she travels often and maintains an active lifestyle, she pays close attention to what she eats and drinks and does not want a lot of added sugar.

The arrangement reflects a growing pattern in the alcohol business, where brands are pairing celebrity backing with product categories tied to changing consumer preferences. In Champagne and sparkling wine, producers and marketers have increasingly highlighted dosage levels, sugar content and a lighter or wellness-oriented image as they compete for drinkers beyond traditional luxury buyers.

For BEAU JOIE, Aguilera’s involvement also brings a globally recognized entertainer with a broad audience. Jon Deitelbaum, president and co-founder of Toast Spirits, said in the company’s announcement that artist partnerships are effective only when there is a clear fit between the person and the brand. Brandis Deitelbaum, the company’s co-founder and chief marketing officer, said Aguilera’s audience spans several demographic groups and that the company expects her to support growth as distribution expands.

BEAU JOIE produces its Champagne in Épernay, France, one of the central cities of the Champagne region. The brand has tried to stand out in a crowded market with bottles wrapped in hand-applied metal and with a portfolio built around low- and no-added-sugar cuvées. The company markets those products as part of a premium offering rather than as a separate diet or reduced-calorie line.

The brand said it is primarily aligned in the United States with Southern Glazer’s Wine & Spirits, one of the country’s largest wine and liquor distributors. That relationship gives BEAU JOIE access to a wide national sales network at a time when smaller imported brands often struggle to gain shelf space and restaurant placements without strong distribution support.

Aguilera, a Grammy-winning singer and longtime recording artist, has remained active in music, television and business ventures over the course of her career. Her new role at BEAU JOIE places her in a part-ownership position, not only as a paid spokesperson, and suggests that the company wants her involvement to extend beyond advertising campaigns into brand development and long-term strategy.

The company did not provide a timeline for upcoming campaigns or say whether Aguilera will appear in retail promotions, trade events or new product launches. It also did not say whether her creative role would include packaging, product development or international expansion efforts.

The deal comes as premium beverage brands continue to look for ways to separate themselves in a competitive market where presentation, celebrity association and health-conscious messaging can all influence buying decisions. In the Champagne category, where many consumers still associate the product with special occasions and luxury spending, brands like BEAU JOIE are trying to widen their appeal by emphasizing both indulgence and moderation.

Toast Spirits said BEAU JOIE is sold across the United States and in select international markets. The company has not released recent sales figures, but it described the brand as fast-growing in its announcement and said Aguilera will be part of its effort to deepen distribution and strengthen its position in what it sees as the better-for-you segment of the Champagne business.