Why has Elton John launched an alcohol-free alternative to Champagne?

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.

Now, having put his name to a 0% blanc de blancs, featuring the blue-and-silver look of his greatest hits album, Diamonds, Elton has a drink he deems suitable for serving at parties, as well as sipping on the sofa.

Furnish confirmed, “Without question we will use it – we do huge fundraising dinners such as our White Tie and Tiara Ball [at their home in Windsor], or our Oscar [Academy Awards Viewing] Party in Los Angeles, where we have always felt that there is something missing; the sort of thing that you would serve at an event like that for somebody who doesn’t want to consume alcohol, but who wants to feel like they are part of the Champagne crowd.”

In addition, Furnish told db that the pair will drink it at home. “It’s something we will use personally,” he said, before stressing that without these two uses, Elton would be unlikely to lend his name to the product. “Elton gets asked to put his name on a lot of things, and he’s very selective in what he does,” records Furnish.

‘Elton knows what he likes in a scented candle’

Indeed, Furnish can only name one other recent tie-up using Elton’s name – scented candles produced in partnership with Harry Slatkin. “He is one of the world’s best fragrance blenders, and Elton knows what he likes in a scented candle, and has worked with Harry to produce a candle that he [Elton] is happy to put his name on – and they are all burning in our house right now,” recorded Furnish.

Stressing Elton’s reticence to use his name for anything other than a very personal project, Furnish said: “If you spend years and years crafting some of the best pop music in the world, that is timeless and associated with the highest quality, then you are very, very, very discerning about what you choose to put your name to.”

Although Elton Zero will be served at the legendary pianist and singer-songwriter’s private events, it is also on sale at UK supermarket Sainsbury’s – with an RRP of £10 – and at a few restaurants, such as The River Café in London.

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