Louis Vuitton 2002 Annual Report Download - page 47

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Sales of the Terrazas line of still wines on the
international market were brisk, as were sales of
Chandon California and Chandon Australia,
with both domains posting their best year since
they were founded.
Finally, 2002 marked the definition of a new
strategy for sparkling wines and a notable
improvement in the performance indicators
for all brands.
GREAT WINES FROM THE NEW WORLD
Benefiting from the arrival on the market of a
harvest recognized for both size and quality,
sales of the Sauvignon Blanc from Cloudy Bay,
New Zealand’s famous vineyard, were exceptio-
nally strong, reflecting both its increased global
presence and its continuing prestige.
Cape Mentelle confirmed its status as a great
label from Australia’s Margaret River, and was
marked by growing success in the United States.
Newton, a California vineyard and MountAdam,
an Australian estate, continued with the consoli-
dation program defined when they joined the
Group in early 2001.
CHATEAU D’YQUEM
Château d’Yquem unveiled a fine 1996 vintage
for its distributors in 2002, which was immedia-
tely popular, plus the 1997 vintage with a great
future. Both vintages will maintain the reputa-
tion of this exceptional estate.
KRUG
RAPID GROWTH BACKED
BY A TARGETED M EDIA PRESENCE
Despite the depressed international situation,
Krug posted strong growth in 2002, particularly
in such high-potential markets as the United
States, Japan and Asia.
The Krug 1998 vintage, which was recommen-
ded by connoisseurs and earned exceptional
ratings from the top experts, benefited from the
strong performance.
The year 2002 was highlighted by two events
that ensured targeted and powerful media cove-
rage for Krug. The new advertising campaign
“Krug by…” made its first appearances in
England, the United States, Japan, and in media
selected for their international coverage. For this
campaign, well-known contemporary artists
expressed their vision of Krug Grande Cuvée, “a
Great Champagne”. The second highlight was
the celebration of forty years of great winema-
king by Henri Krug, the fifth generation of a
great wine family, in London, New York, Paris,
Florence, Rome and Tokyo by major creators
representing various crafts partnered with Henri
Krug.
The year 2003 will also be directed toward the
creation of value. It will be marked by efforts to
develop in the most profitable markets, a policy
to align world prices upward, and by increased
spending on promotion and advertising.
CHANDON ESTATES
Sales for Chandon Estates were impacted by the
economic crisis and currency devaluation in
Argentina, its biggest market. Careful manage-
ment of the product portfolio and an effectively
implemented restructuring program did, howe-
ver, reduce the impact of these events on earnings,
and the year ended with higher sales volumes
than in 2001.
ANNUAL REPORT 2002 • 45