Boem, the drink created by Fedez, Lazza and Leonardo Del Vecchio does not take off in sales. We are therefore thinking of relaunching it as an ingredient for cocktails
Last year Fedez And Lazza Together Leonardo Maria Del Vecchio they launched Bohemian, a drinks brand that despite its good intentions is struggling to take off. The hard seltzer was supposed to be distributed in supermarkets these days but at the moment you can only buy it online and in family supermarkets Barnabei of Rome, including the ancient wine shop in Viale Parioli.
Tubo Srlthe company that produces Bohemianbelongs to 57% a Happy Seltz srl, a company controlled equally by Fedez's mother, Annamaria Berrinzaghi and by Berbabei's Rome & More srl. 40%, however, is in the hands of Lmdv capital srl of Del Vecchio, who as Open Online reports paid a premium of 2,460,000 euros for a reserved capital increase. Francesca LisenoLazza's mother who manages the companies, limited herself to investing only 3% of the company.
Bohemian it is proposed as a vegan and gluten free drink which “represents a new category of fun and flexible drinks for every occasion”. Specifically, it is a can with seltzer, natural flavors and ginger flavour. The alcohol content is 4.5 degrees. At the moment you can only purchase a minimum of 4 33cl cans online at the unit price of 2.80 euros.
Since sales aren't taking off, it was decided to focus on cocktails. The first, called BitterBoemwas launched in the new Ciumbia restaurant of Del Vecchio in Milan. Then yesterday Fedez posted two Stories on Instagram in which he prepares a new cocktail right in front of the scion of EssilorLuxottica.
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