U.S. film actor Leonardo DiCaprio has bought a stake in the capital of French champagne house Telmont, its majority owner, Rémy Cointreau, said on Wednesday as luxury brands seek alliances with celebrities to broaden their appeal.
“From protecting biodiversity on their lands to using 100% renewable electricity, Champagne Telmont is determined to radically reduce their environmental footprint, which I am proud to be making as an investor,” DiCaprio said in a statement.
In February 2021, LVMH’s Moet Hennessy bought a 50% stake in rap star Jay-Z’s Armand de Brignac champagne brand.
The Telmont champagne house was founded in 1912 and French beverage company Rémy Cointreau, whose rivals are Pernod Ricard and Diageo, bought a majority stake in it in October 2020.
Historic luxury brands around the world have reached collaboration agreements with celebrities in their attempt to attract younger customers, and Jay-Z’s wife, pop star Beyoncé, is already involved in sportswear brand Ivy Park.
DiCaprio is one of Hollywood’s most famous actors, winning an Oscar in 2016 for his role in the film “The Revenant,” while his other hit films have been “Titanic” and “The Wolf of Wall Street.”