Louis Vuitton 2008 Annual Report Download - page 23

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CHAM PAGN E
AND WIN ES
In the difficult economic conditions of
2008, Moët & Chandon demons-
trates the strength of its brand, resisting
the sluggishness of its historic markets
and achieving high growth rates in the
emerging markets, particularly in Cen-
tral Europe, Africa, the Middle East and
China.
The brand continued its strategy of
moving upscale.The Rosé champagnes,
a category that offers strong growth
potential, recorded the most dynamic
performances. To implement its policy
of ongoing improvement in the quality
of its distribution channels, Moët &
Chandon expanded its international
presence by developing very high-end
points of sale, like the Moët bar in
Macao, a space designed to immerse
visitors in the brand experience. Ano-
ther innovation was the "Ateliers Moët",
temporary stores where buyers can per-
sonalize their bottles.The brand streng-
thened its historical ties with the stars
and celebrities who embody the spirit of
celebration and with the major events
of the film world such as the Cannes
International Film Festival.
Dom Pérignon continued its value
creation strategy in its traditional mar-
kets and strengthened its volume
growth in its new markets – Middle
East, Central Europe and China. The
brand resolutely highlighted its luxury
status which continues to stand the
test of time. Helped greatly by specta-
cular programs and events such as the
launch of the symbolic Dom Pérignon
Vintage 2000, this dimension was en-
hanced by important artistic collabora-
tions: the “Bol-Sein”, created in a
limited edition for Dom Pérignon Vin-
tage 1995 in the Œnothèque collec-
tion, is Karl Lagerfeld’s reinterpretation
of an item that belonged to Marie-
Antoinette; the Dom Pérignon Rosé as
envisioned by Sylvie Fleury is a limited
edition of 999 boxes of two glasses
signed and numbered along with a
bottle of Dom Pérignon Rosé 1998.
Ruinart recorded a new record year in
2008.This growth was the result of the
strategy of developing value, giving
priority to the premium qualities,
Ruinart Blanc de Blancs, Ruinart Rosé
and the prestigious Dom Ruinart vin-
tage. France, its historic market, was the
leader among the markets that played
a key role in this growth, followed by
Russia, Germany and Switzerland.
Ruinart also achieved solid performance
in relatively new markets.The year 2008
was marked by major events that
evoked the brand's relationship with art
and culture, the launching of new pro-
ducts like the luxurious Malle Escapade
2008 and, at the end of the year,
the unveiling of a sculpture by artist
Maarten Baas to honor Dom Ruinart, a
sumptuous and unconventional evoca-
tion of the Century of Lights.
In 2008, Mercier celebrated its 150th
anniversary with a luxurious dinner
given to mark the release of its Guide to
the Lieux de Toujours. A synonym for
friendship and authenticity, the brand
continues to be a sure value in the
French market.
The strategy implemented by Veuve
Clicquot Ponsardin, an expression
of continuing creativity with an empha-
sis on its oenological excellence, inten-
sified brand loyalty, enabling the com-
pany to withstand better than some
of its direct competitors the difficult
economic environment of 2008 in the
major champagne markets. In the emer-
ging countries, the results recompense
the efforts made in recent years to
establish a presence there. Veuve Clic-
quot recorded solid growth in China,
Latin America and in the Persian Gulf.
The year was rich in innovation and mar-
ked notably by the commercial success
of Clicquot Traveller for the Brut Carte
Jaune and the creation of Globalight, a
new article designed by designer Karim
Rashid for Veuve Clicquot Rosé. In res-
ponse to collector interest in exceptio-
nal limited series, the brand partnered
with Riva to design luxury articles signed
La Grande Dame by Riva.
In 2008, Krug continued to implement
its value strategy and its targeted
investments in its key markets, as well as
its policy of growth in areas with strong
potential (Hong Kong, Spain).The brand
consolidated its positions in the luxury
champagne segment. The year was
highlighted by a series of events, which
included the creation of Krug Clos
d’Ambonnay 1995. The latest product
from the brand, the exceptional fruit of
a single piece of land in the heart of the
village of Ambonnay, it expresses with
intensity and elegance the very essence
of this vineyard and reinforces Krug's
position in the market of collectible
wines. In order to reaffirm its philosophy
of personalized luxury, the brand offered
wine lovers a case of Krug Grande
Cuvée stamped with their initials for
the end of the year celebrations, an
offer that was highly successful world-
wide.
Estates & Wines, the entity that
holds the sparkling and still wines of
Moët Hennessy, generated continued
organic growth in all regions of the
world, with the exception of the United
States and Japan. Chandon sparkling
wines consolidated their leadership po-
sition in the super premium category in
their domestic markets. Still wines also
recorded growth, particularly the
Cloudy Bay (New Zealand), Newton
(California) and Terrazas de los Andes
(Argentina) brands.
Château d’Yquem achieved another
record year, marked by the success of its
latest vintage, the 2007. Praised by the
national and international press, the
2007 new wine won over those who
love excellent wines and was enthu-
siastically received in all markets. For
the first time in its history, Château
d’Yquem offered brand enthusiasts a
limited series of Nebuchadnezzars
(large containers equivalent to 20 bot-
tles) from the fabled 2005 vintage.
In 2008, two rare
Moët & Chandon vintages,
the 1995 and the 1990,
were made available
in limited quantities
to the world's most
exclusive establishments.
To highlight their
exceptional character,
the bottles are adorned
with completely new labels,
with calligraphy
to resemble the tiles
indicating the vintage
years in the House cellars.
After the enthusiasm
for
Loveseat , the first
conversation-armchair
designed by Karim Rashid
in 2007, Veuve Clicquot
Ponsardin asked the
designer to create a new
article, the Globalight.
Designed for Veuve Clicquot
Rosé, it keeps the
champagne at an ideal
temperature, while
emitting a halo of light.
PASSIONATE ABOUT CREATIVITY 21