Louis Vuitton 2004 Annual Report Download - page 28

26
Veuve Clicquot continued its deployment around its prestigious
La Grande Dame Cuvée. For the launch of the 1996 vintage,
Emilio Pucci dressed a limited series of 9,000 bottles in its
stunning designs, creating the “Emilio Pucci for La Grande
Dame” special edition. The prestigious event held in the Pucci
Palace in Florence generated the interest of the international
press in this “glamour and luxury” partnership.
Products that are always innovative
and creative promotional campaigns
The Clicquot Ice Jacket, an elegant and innovative cooling
jacket in the brand colors, was launched worldwide through
selective retailing. The winner of prestigious design awards,
the jacket was an immediate success with consumers.
Another innovation was the highly successful launch of the
“Rosé Label” version of the famous Carte Jaune blend in Japan,
in an exclusive worldwide preview.
During a wine event in Champagne, which brought together
the greatest international experts, exceptional, unique and bold
tastings highlighted the consistent quality and timeless style of
Veuve Clicquot. In the magical ambiance of Château de Bour-
sault, built by Madame Clicquot in 1843, Jacques Peters, the
chief of the Veuve Clicquot cellars, was honored for his 25 years
with the company, in the presence of four other chiefs from the
20th century, the oldest of whom was 100 years old.
The merger of sales networks within Moët Hennessy continued
in Italy, the United Kingdom, and Belgium.
KRUG
Krug’s excellent results in 2004 again confirmed the logic of
its strategy to create value and the investments made to boost
the reputation of the brand with a continually expanding customer
base: new, more elegant and refined packaging, service and
presentation accessories, and a new brilliant and luxurious
international media campaign.
Champagne lovers who are passionate Krug customers hailed
the arrival of the 1990 Krug as soon as it was released in the
spring of 2004. Sales quickly exceeded the most optimistic
forecasts. This exceptional vintage crowns the first trilogy of three
consecutive great vintages in the history of the brand.
Krug’s growth was particularly strong in Japan, the United
States, and Asia. Distribution in England was taken over by
the Moët Hennessy network during the year and the positive
impact of this change will be felt in 2005. Krug also expan-
ded in its traditional, strategic restaurant channels in France
and Italy.
MOËT HENNESSY WINE ESTATES
In 2004, Moët Hennessy’s wine domains in the “New World”
were grouped within Moët Hennessy Wine Estates. This entity
now represents a unique collection of high-end still and
sparkling wines from the best vineyards on three continents:
Domaine Chandon California and Newton in North America;
Bodegas Chandon and Terrazas de los Andes (Argentina), and
Chandon do Brasil in South America; Domaine Chandon Austra-
lia and Cape Mentelle in Australia, and Cloudy Bay in New
Zealand for the Pacific region.
This strategy is in line with structural changes in the global wine
market: increase in high-end qualities, growing consumer
interest in the various origins and styles offered by the “New
World” wines, the development of brands based on a strong
concept, and the growing use of varietals as a buying criterion.
In 2004, Moët Hennessy Wine Estates reaped the benefits of
its new organization with double-digit growth in its sales and
profits.
The still wine brands, Terrazas de los Andes, Green Point, Cape
Mentelle, Cloudy Bay, recorded steady growth in their local
market and on international markets. Sparkling wines sold
under the Chandon brand recorded exceptional performances
in their local market, where they consolidated their leadership
position in the “super premium” category.
CHÂTEAU D’YQUEM
The year 2004 confirmed the dynamic growth of Château
d’Yquem.
The sale of the early 2003 wine was highly successful, worthy
of the brilliance and strength of this vintage. Its rarity only added
to its prestige and customer enthusiasm clearly reflected their
confidence in the brand.
In addition to its early wine, Château d’Yquem also introduced
the 1999 vintage at year-end. This classic full bodied-wine
can now be drunk. It was enthusiastically welcomed by the
Bordeaux market and the networks.
The 2004 harvests in Yquem required no fewer than twenty-five
days of hard work over eight weeks. The resulting complex
bouquet will lead to a new success for Château d’Yquem … to be
unveiled in 2005.
Wines & Spirits