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50 Cent partners with TEVC on Sire Champagne

Rapper and entrepreneur Curtis ’50 Cent’ Jackson’s Sire Champagne brand has agreed to a multi-year agreement with Terroirs et Vignerons de Champagne (TEVC), the drinks business can reveal.

Sire Champagne, which is an affiliate of Jackson’s Sire Spirits, has partnered with TEVC on a sourcing agreement for its its Le Chemin du Roi brands. As part of the deal, TEVC will produce bespoke prestigious champagne blends for Sire’s award-winning Le Chemin du Roi Brut and Le Chemin du Roi Rose.

Le Chemin du Roi has also become a dominant player in the world of professional sports in the United States, and is the official Champagne of at least seven professional sports teams in the NBA, NFL, MLB and the NHL. Five of the teams partnering with Jackson reached the post-season this year, with the Houston Astros (MLB) and the Vegas Golden Knights (NHL), both winning championship titles at home and celebrating with hundreds of bottles of Le Chemin du Roi.

Speaking about the deal, Jackson said: “The future of Le Chemin du Roi as a key player in the Champagne industry has been solidified through this exciting deal,”

“Today I learned that each glass of my champagne has over one million bubbles, which is just about right for celebrating life’s greatest moments,” continued Jackson. “I selected TEVC to source my champagne because it is comprised of a cooperative of family growers that have been making some of the finest Champagne for centuries.”

Stéphane Decaux, development and partnerships managing director, said: “Our business aims to develop highly desirable brand partnerships with prestigious champagne blends. We are delighted to partner with 50 Cent. We share 50 Cent’s values of celebration and are both committed to promoting the savoir-faire of our family winegrowers.”

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