Louis Vuitton 2003 Annual Report Download - page 25

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DOM PÉRIGNON
In 2003, Dom Pérignon continued its expansion
founded on the values of luxury, excellence, and
authenticity in the principal markets. The brand
consolidated its value-creation strategy for Dom
Pérignon White and Dom Pérignon Rosé and the
rare vintage wines from the Oenothèque collection.
Dom Pérignon confirmed its commitment with
its worldwide network of depositories--hotels,
restaurants, wine cellars, thus reinforcing the
support of those who recommend and act as
ambassadors for the brand in all countries. The
best performances were achieved in Great
Britain and Japan.
Carefully targeted public relation campaigns
also boosted the popularity of Dom Pérignon.
One such campaign was the launch of Dom
Pérignon Rosé in England around a special
collection of rose pink jewelry. The brand pre-
sented exclusive, original events in Japan such
as the “Atelier Dom Pérignon”, which brought
together designers from different luxury seg-
ments with the Dom Pérignon cellar master.
MERCIER
Mercier, the leading brand in France and the
benchmark for celebrations with friends and
champagne, continued to expand in the tradi-
tional restaurant channel thanks to its Les Lieux
de Toujours (Places for All Times) program
implemented with selected restaurant partners.
The Mercier wine cellars, the first on the tour
of the Champagne Region, drew 133,000 visi-
tors in 2003.
RUI NART
The oldest house in Champagne, founded in
1729, continued to grow, hitting all-time
records on the French market. It also streng-
thened its position in its principal international
markets, notably in Italy, the United Kingdom
and Germany, where it posted double-digit
growth.
This growth is all the more remarkable because
Ruinart has been pursuing its value-creation
strategy by focusing on its premium vintages,
especially its new Ruinart Blanc de Blancs and
Ruinart Rosé. The premium segment grew 22%
in France and 36% abroad. A new bottle design
was added to the Ruinart Rosé line.
The quality of Ruinart wines was again recogni-
zed by the industry with special mention at the
latest London International Wine Challenge in
May 2003. Four gold medals were awarded to
the brand vintages, and its cellar master was
elected “Best sparkling wine oenologist” for the
year 2003 by an international panel of journa-
lists and wine industry professionals.
23
PASSIONATE ABOUT
CREATIVITY