Cellar Trends adds Beau Joie Champagne to portfolio


Leading branded alcohol distributor Cellar Trends has announced the addition of Beau Joie, a luxury Brut Champagne, to their portfolio from August.

“We are delighted to be welcoming Beau Joie into the Cellar Trends portfolio,” commented Simon Thomas, managing director.

“Despite the challenging 2020 trading conditions, Cellar Trends are on a growth trajectory year on year and remain committed to step changing our position within UK market, backed by our parent company Amber Beverage Group.

“Beau Joie will play an extremely important role within Cellar Trends, strengthening our portfolio offering within the high-profile prestige and nightlife channels.”

Beau Joie, a luxury zero-dosage (no sugar added) champagne derived from the finest grapes of Epernay, France, has been enjoying strong growth, up nearly 100 percent over the past two years, riding on the back of great demand for prestige champagne.

“Partnering with Cellar Trends in the UK – one of the top drinks markets in the world – is an important focus for us as we continue to capitalise on our fast growth and build our luxury champagne brand across the globe,” said Jon Deitelbaum, co-founder and chief executive of the brand owner Toast Spirits.

The champagne also boats a groundbreaking patented bottle which is encased in a striking, handcrafted copper suit of armour and developed with 100 percent recyclable materials.