It has been 11 years since French multinational luxury goods conglomerate LVMH established Moët Hennessey USA to sell and market its luxury wines and spirits in the US. For the namesake Champagne, Moët & Chandon, it has proven to be a very smart move.
The 273-year-old Moët does all it can to showcase itself as a luxury brand and, in recent years, has capitalized on the marketplace surrounding the US Open Tennis Championships. This year, just before the event got started, brand ambassador and five-time US Open champ Roger Federer presented the brand’s newest vintage—the 2008 Grand Vintage Rosé Imperial—at a local restaurant. A couple of years back, the Champagne maker placed life-size Instagram frames at the location so attendees could take photos and upload them to social media with a Moët-related hashtag.
— Moët & Chandon (@MoetUSA) August 22, 2016
This past summer, the brand introduced another way to attract US millennials: limited-edition labels for its Nectar Imperial Rosé Champagne that spotlights 10 American cities and states. Those that made the list are New York, Los Angeles, Atlanta, Chicago, Detroit, Miami, Ohio, Texas, the Bay Area, and “DMV” (Washington, Maryland and Virginia). Each bottle has a golden street map embossed on the bottle to further showcase the location.
— Moët & Chandon (@MoetUSA) August 29, 2016
The limited-edition bottles are part of the brand’s attempt to go after the lucrative yet fickle millennial market, reports Food and Wine. “Moët & Chandon is forever physically and culturally rooted in a small piece of the planet, an area called Champagne,” says brand director Keith Howard. “Our sense of place in the world underscores the essence and the DNA of the brand. So, the idea of offering an elegant homage to ten iconic cities in the United States was a natural step.”
— Moët & Chandon (@MoetUSA) August 14, 2016
Bottle design has been a recent theme for the brand, especially to attract millennials. It also released its Moët & Chandon MCIII in a new black bottle with a silver base and silver cork cover this past summer as well. Wines aged in metal, wood and glass were all used in the new wine—the reason behind the “III” in the beverage’s name.
“Moët & Chandon usually uses different maturation techniques, depending on what wine we want to produce,” said Marc Brevot, a winemaker for Moët & Chandon’s Oenology Research and Development. “So we took some parts from each process, put it aside, and then put it together again in a special unique hybrid blend.”
— Moët & Chandon (@MoetUSA) November 11, 2015
That push for millennials has been ongoing since at least last fall when Moët & Chandon unveiled a campaign to show that the demographic should feel free to celebrate with champagne at any point rather than saving it for a big event.
— Saxe Coburg (@Saxe_Coburg) August 1, 2016