September 30, 2026 — First Growth Brands Inc. (FGB), owner of Faire la Fête, and BGPL USA Inc., the U.S. subsidiary of Barton & Guestier, today announced a 10-year exclusive partnership effective September 14, 2026. Under the agreement, BGPL USA will become Faire la Fête’s exclusive U.S. commercial representative and importer of record, supporting the brand’s next phase of national growth.
The partnership pairs FGB’s brand vision and creative direction with BGPL USA’s commercial reach and U.S. distribution expertise. It is also the first time in its 300-year history that Barton & Guestier has partnered with an outside brand for the US market.
For more than a decade, Faire la Fête, recognized for outstanding quality, has built a strong footprint of premium accounts across the United States. The brand fills the open space on wine lists everywhere between entry-level Prosecco and Cava and increasingly expensive Champagne.
Under the agreement, Faire la Fête will be produced under license by BGPL USA affiliates in France in accordance with the brand’s established quality standards. FGB will retain ownership of Faire la Fête and continue to lead its marketing and creative direction, while Southern Glazer’s Wine & Spirits will remain the brand’s distributor.
“BGPL USA was the natural choice,” said Charlotte Holl, President of First Growth Brands. “Faire la Fête is a high-quality French sparkling wine, and we wanted a high-quality French producer behind it. One that knows the U.S. market from the inside. We’d reached the point where growing further meant a bigger sales and distribution engine. With BGPL’s team behind the brand, we now have one. The value sparkling category is the brightest spot in wine right now, even while much of the industry talks doom and gloom. Together with BGPL, we intend to make Faire la Fête a leading French sparkling wine in the United States.”
“We looked at the numbers before we looked at the brand. Sparkling is holding up better than any other wine category, and inside sparkling the $20 to $25 shelf is one of only two price points still growing. Consumers are trading up, yet there is no French sparkling brand of scale at that price in U.S. retail. Faire la Fête is built for exactly that spot and already proven in the accounts that matter. Our job is to take it national,” said Carlos Varela, CEO of BGPL USA.
About First Growth Brands
First Growth Brands owns and develops Faire la Fête, a premium French sparkling wine brand with more than a decade of presence in the U.S. market and a portfolio of premium accounts nationwide. FGB oversees the brand’s marketing and creative direction. For more information, please visit fairelafetewines.com.
About BGPL USA
BGPL USA is the U.S. subsidiary of Barton & Guestier, one of the world’s oldest and most respected wine companies. Founded over 300 years ago, Barton & Guestier is part of Castel Group, Europe’s largest wine group. BGPL USA represents a portfolio of leading French and international wine brands, including Barton & Guestier, Veuve du Vernay, Listel, Patriarche, Charles Sparr, and Champagne Malard. For more information, please visit bgpl-usa.com.
