Having broken the news last week that British singer-songwriter Elton John had decided to enter the drinks category, we now look at what prompted him to launch an alcohol-free alternative to Champagne.
As his partner and manager David Furnish told db in an exclusive interview last month – which you can read here – Elton is asked to endorse lots of products, and yet has lent his name to nothing other than scented candles (see below) and now a 0% sparkling Chardonnay.
After all, such has been the success of his music career, with almost 330 million records sold, he doesn’t need additional revenue streams.
So why did he bother with the drinks category and back the creation of Elton John Zero Blanc de Blancs, a Chardonnay-based alcohol-free alternative to Champagne?
The answer is fairly simple, according to Furnish, who is CEO of Rocket Entertainment, and a former advertising executive-turned-film director, who once ran a Champagne bar in Las Vegas.“It really came from something we wanted and needed in our life and in our home,” he said, before stating, “Both Elton and I are teetotal, and we love to entertain.”
Adding that such lavish hosting could be for friends or family, or connected to work, he says that there was no pre-existing non-alcoholic drink that “hit the same mark” as a high-end fizz, particularly when it comes to “celebratory moments – the sort when you want to make a special toast”.
An ideal backer for alcohol-free fizz
Elton is an ideal backer for a 0% brand – he must be one of the best-known non-drinkers, following a well-publicised struggle with alcohol addiction, which ended in 1990, when he ditched the booze altogether for a life of sobriety.
And yet, being teetotal hasn’t diminished his urge to host grand events – the sort that require a fine, fun, alcohol-free alternative to high-end fizz.
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