Hollywood actor Leonardo DiCaprio has bought an equity stake in French champagne house Telmont, its majority owner Remy Cointreau RCOP.PA has said, as luxury brands strike partnership deals with celebrities to broaden their appeal.
Statement By DiCaprio
"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.
Jay-Z's Armand De Brignac Champagne Brand
Get a FREE Digital Subscription!Enjoy full access to Hospitality Ireland, our weekly email news digest, all website and app content, and every digital issue.
The Telmont champagne house was founded in 1912 and French drinks company Remy Cointreau, the rivals of which include Pernod Ricard PERP.PA and Diageo DGE.L, bought a majority stake in it in October 2020.
Partnership Deals With Celebrities
Historic luxury brands around the world have struck partnership deals with celebrities in their bid to lure younger customers, with Jay-Z's pop star wife Beyonce 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 movie The Revenant, while his other hit films have included Titanic and The Wolf of Wall Street.