In a move that blends celebrity flair with high-stakes business maneuvering, Leonardo Maria Del Vecchio, heir to the Luxottica eyewear empire, has acquired 100% of Boem, the Italian hard seltzer brand co-founded by rappers Fedez and Lazza. This takeover signals a potential revival for a beverage that promised innovation but stumbled in a competitive market—could this be the spark that turns a niche flop into a global contender?
The Origins of Boem: From Celebrity Vision to Market Reality
Boem burst onto the scene in 2023 as a ready-to-drink hard seltzer, born from the collaboration of Italian music icons Fedez and Lazza, alongside entrepreneurs Leonardo Maria Del Vecchio and Camillo Bernabei. Marketed as a low-alcohol (4.5%), sugar-free alternative with under 30 calories per 100ml, the brand positioned itself as vegan, gluten-free, and eco-friendly in fully recyclable cans. Drawing inspiration from the free-spirited Bohemian lifestyle, Boem aimed to appeal to young consumers seeking a light, flavorful drink for aperitifs and nights out.
The founding team expanded with Edoardo Tribuzio as CEO and Matteo Giannetti as CMO, focusing on innovation after over a year of testing. Early partnerships boosted visibility: Boem became the official hard seltzer of AC Milan in 2023 and appeared at music festivals like Kappa FuturFestival. Distribution grew through wholesalers, supermarkets like Esselunga and Carrefour, and a partnership with Velier for broader reach.
Yet, despite the hype, Boem faced headwinds. In its debut year, revenues hit just 235,000 euros against losses nearing 2 million euros. By 2024, sales edged up to 369,715 euros, but losses ballooned to 3.13 million euros, highlighting challenges in a nascent Italian hard seltzer market valued at only 5 million euros—pale compared to the 6.52 billion-dollar U.S. industry.
The Acquisition: Del Vecchio’s Bold Bet on Revival
On September 1, 2025, LMDV Capital, Del Vecchio’s family office, announced it had taken full control of Boem to steer its relaunch and international expansion. Previously holding a partial stake, Del Vecchio now owns 100%, with Fedez and Lazza transitioning to ambassador roles in Italy to maintain brand visibility among younger demographics. This shift removes them from management, allowing unified leadership under LMDV.
The move follows promising signs: In the first four months of 2025, revenues surged 69% over all of 2024, fueled by two new flavors, a visual identity refresh, and expanded channels in hospitality (Horeca) and retail (GDO). A company statement emphasized the strategy: “The new structure will allow BOEM to face a rapidly evolving market with coherence and vision.”
Del Vecchio, whose family fortune stems from eyewear giant Luxottica, brings resources from LMDV’s portfolio, including food and beverage investments. Analysts see this as a rescue for a brand that invested heavily in R&D and marketing but struggled with positioning.
Challenges and Criticisms: Why Boem Stumbled
Boem’s early woes stemmed from marketing missteps and market misalignment. Fedez’s comparison to Prime (an energy drink) confused consumers about its hard seltzer identity. The name “Boem” lacked strong branding, and promotion by Fedez and Lazza was limited, failing to generate buzz. Distribution issues made it hard to find, and flavors like ginger may not have resonated widely.
Fedez’s polarizing public image—amid personal controversies—potentially deterred buyers. In Italy, hard seltzer remains niche, unlike in the U.S. where brands like White Claw dominate. “Even the star power of Fedez and Lazza has not helped Boem succeed in Italy,” noted a Dissapore analysis, questioning if the category will ever take off locally.
Public reactions on X echoed the news, with Italian media outlets like La Stampa and ANSA reporting the shift, highlighting Fedez’s reduced role. One user quipped, “Fedez out of management? Maybe now Boem can actually boom,” reflecting mixed sentiments on celebrity involvement.
Analysis: Celebrity Endorsements Meet Business Realities
This acquisition underscores the double-edged sword of celebrity-backed ventures. While Fedez and Lazza brought initial hype—leveraging their millions of followers—their influence couldn’t overcome structural hurdles like weak distribution and cultural fit. Experts point to successful U.S. models, suggesting Boem could thrive internationally if repositioned as a premium Italian export.
From a broader perspective, Del Vecchio’s move exemplifies family offices diversifying into consumer goods amid shifting trends toward low-alcohol drinks. If successful, it could inspire similar rescues, but failure risks reinforcing skepticism about influencer-driven brands. As one industry observer noted, the key is “positioning Boem as a strong number two or selling to a multinational.”
Future Outlook: Global Ambitions or Continued Struggle?
With Del Vecchio at the helm, Boem eyes profitability in Italy by year-end and international forays in 2026. Synergies with LMDV’s portfolio could enhance efficiency, but success hinges on market education and innovation.
A Toast to Reinvention: Will Boem Finally Sparkle?
Leonardo Maria Del Vecchio’s full acquisition of Boem marks a pivotal reset for a brand caught between celebrity allure and market realities. As Fedez and Lazza step back to ambassador duties, the focus shifts to strategic growth—potentially transforming a local underdog into an international player. In an era where consumer preferences evolve rapidly, this story prompts reflection: Can traditional business acumen salvage celebrity dreams, or will hard seltzer remain a fleeting trend? Readers might ponder their next drink choice—or even explore investing in emerging beverage innovations.