Bebe Rexha becomes principal shareholder of sparkling wine brand Provocativo

Bebe Rexha becomes majority shareholder of Provocativo, a cuvée of Cava – a Spanish sparkling wine – on the road to internationalization. In welcoming this powerful singer to its capital, the brand makes a strong nod to women, to whom the month of March is dedicated. And all the while, its industry is reputed to be essentially run by men.


Provocativo, the Cava brand, gets a boost on the eve of its global launch by welcoming American Bebe Rexha as its main shareholder.


From now on, the Spanish brand will be available in 44 US states and worldwide via its e-commerce site.


An example of a powerful woman

“I don’t follow trends, I create them. Welcome to the new way of partying,” declared Bebe Rexha.


Known for her 90s-accented hit “I’m Good (Blue)” in duet with David Guetta, the singer with 11.4 million followers on Instagram, 8.4 million tiktokers and 16 billion streams, reflects Provocativo’s DNA while targeting a nocturnal and feminine audience.


The 34-year-old Grammy-nominated, multi-platinum-selling global superstar from New York (Staten Island) mirrors the values upheld by the wine brand. “Provocativo stands for courage, spontaneity, celebration and self-acceptance,” explains Hans Christian Holst, the brand’s CEO. On this subject, the singer had declared that she had long been a victim of Body shaming and that it had been very difficult to find a dress for the Grammy Awards ceremony in 2023, due to her blossoming size (that’s 6-8 in the US).


Bebe Rexha en 2023 © Wiltern/Wikimedia


A great lover of Cava, Bebe Rexha sees Provocativo as an extension of herself. Talented and charismatic, the pop star wants to “shake up the sparkling wine category with the same bold attitude she has on stage”, says the press release.


A sparkling wine in the wind

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Featured Photo:  © Design Horse/Provocativo

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Victor Gosselin
Victor Gosselin is a journalist specializing in luxury, HR, tech, retail, and editorial consulting. A graduate of EIML Paris, he has been working in the luxury industry for 9 years. Fond of fashion, Asia, history, and long format, this ex-Welcome To The Jungle and Time To Disrupt likes to analyze the news from a sociological and cultural angle.

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