Superstar Bebe Rexha becomes co-owner of a Norwegian wine company: – Boldest and best choice

The Norwegian wine importer Provocativo has entered into a collaboration agreement with the artist Bebe Rexha, who will become the largest shareholder in the company. Artist and songwriter Bebe Rexha is perhaps best known for providing vocals on hit songs such as “In the Name of Love” by Martin Garrix, “I’m Good” by David Guetta, and “Me Myself & I” by G-Eazy. The company reports this in a press release.

– The fact that Bebe Rexha is now joining the ownership side of Provocativo and as an ambassador for our golden bubbles is one of the biggest commercial collaborations with a global artist a Norwegian company has ever entered into, says the managing director and founder of Provocativo, Hans Christian Holst.

The artist has 16 billion streams across all platforms and is currently in the news with the album “Bebe”.

Hans Christian Holst is managing director of Provocativo in the USA where the main focus is In Norway it is Aspen Red who is the general manager. Advertising agency SDG/TBWA has been tasked with spreading the good news.

– Together with SDGTBWA, we immediately saw the possibility of a perfect marriage, with matching values ​​and her strong, clear voice that inspires and engages around openness, self-worth and creativity for millions of people globally, continues Holst.

– Mischievous and fearless
In the message, Bebe Rexha describes the company Provocativo as “naughty and fearless”.

– The traditional quickly becomes boring. I am not the one who follows the norm, but constantly hunt for the boldest and best choice for myself, she says.

In the advertising agency SDGTBWA it is Nicolay Jernberg, to day-to-day operational director in the agency, who is responsible for clients for Provocativo. He says that he “is proud and happy to have Rexha on the team.”

– The whole concept behind the development of Provocativo was to challenge a very traditional and boring category that needs some life and excitement. It’s about spontaneity and topicality, daring and using every opportunity to celebrate the special. This is precisely why Bebe Rexha is the perfect partner and co-owner for Provocativo, says Jernberg.

Now he wants to use the new partnership to breathe life into this market segment.

– With TBWA’s global network on the team, we will give the bubble category a kick in the butt.

However, the size of the stake Bebe Rexha buys is confidential.

– But it is significant and she will eventually become the largest owner, says Jernberg to Kampanje.

Sells cava and bubbles
Provocativo, which has a cava as its best-selling beverage, has its largest foothold in the United States where it is distributed in 31 states, and available in retail, hotels and restaurants throughout the United States. The bubbles will also be launched in China, the UK and Canada in the summer. In Norway, it is available in the order selection.

According to the accounting figures from 2022, the company was in the red by approximately twelve million Norwegian kroner and had a turnover of approximately NOK 200,000.

– Are you hoping for a positive result in 2024?

– The company started straight into Covid, but has used the time to build up inventory and prepare for a launch in the US. With signed agreements with the largest retail chains in the USA, the budget for the next twelve months is eight million US dollars and profit