Louis Vuitton 2009 Annual Report Download - page 22

CHAMPAGNE AND WINES
Moët & Chandon pursued two objectives in 2009 – to consolidate
its positions in traditional markets and win market share in the emer-
ging countries.
In order to enhance its visibility in a particularly difficult market
context, the brand launched several new offers, including an elegant
gift case, the “Moët Chiller”, an invitation to celebrate happy occa-
sions throughout the year, and a luxurious limited edition “Celebration
Case” designed to add enchantment to the end of the year festivi-
ties.
Moët & Chandon thus reasserted its leadership position and its status
as a benchmark in champagne, embodying the spirit of celebration.
The brand deployed its communications platform around major film
events (the Oscars and Golden Globe awards, and festivals around
the world) and designed the event with its new international campaign,
symbolized by Scarlett Johansson, the first Hollywood star in history
to represent a champagne brand.
By emphasizing its fundamental values tied to the vision of its creator
Dom Pérignon, reinforced its leadership position in the luxury
champagne category and generated the resources to approach the
end of the crisis under optimal conditions. As part of this strategy, a
major marketing program was launched: the publication of the Mani-
festo, an affirmation of the simple yet strong commitments that form
the basis of the aesthetic vision of Dom Pérignon, was the first com-
ponent. The second component, immersion in the brand universe,
retracing the historic path of “Père Pérignon’s wine” from the Abbey
in Hautvillers to the table of Louis XIV in Versailles, was offered to
special guests.
In line with its value strategy and sales policy, Ruinart maintained
its prices while expanding its promotional events in the field. The
brand benefited from the loyalty of its distributor partners and consu-
mers. Innovation, a core priority, was particularly reflected in the My
Sweeter Half gift box designed for Valentine’s Day, and in the crea-
tions celebrating the 280 years of the House and the 50 years of its
prestigious Dom Ruinart Cuvée. The oldest Champagne brand conti-
nued to demonstrate its keen interest in aesthetics, daring ideas and
culture by its involvement in major contemporary art events.
Mercier, one of the best-loved champagnes in France, continued to
expand its territory. The success of its tour circuit contributed to this
growth: more than 120,000 visitors came to discover its cellars and
champagnes during the year.
The Moët Hennessy network initiated European distribution of the
Montaudon brand, which joined the Wines and Spirits business
group in 2009. Overall the company maintained its positions in the
French market.
Veuve Clicquot Ponsardin invested more heavily than ever in
the fundamentals upon which its success was built: the quality of its
wines, enhanced by two excellent harvests in succession, and inno-
vation geared toward the creation of value.
Dominique Demarville, the 10th Cellar Master for Veuve Clicquot
since the House was founded, took over from Jacques Peters after a
handover period of over three years.
Among other innovations, the Design Box, the first box in the “eco-
design” market, enhanced the visibility of the brand and its distinctive
character. The Ice Cube, developed in collaboration with Porsche
Design Studio, is a portable cooler for carrying a bottle of Brut Carte
Jaune and four exclusive flutes. Veuve Clicquot Rosé, which has
continued to grow since it was launched in 2006, was released in
Design Box and Ice Dress versions.
At the same time, Veuve Clicquot continued to dip into the riches its
archives have to offer: the yellow ribbon used in 1810 by Madame
Clicquot around the neck of bottles is now back on the new boxes
and label of the brand’s Vintages.
In order to support sales in its strategic markets, throughout the
year Krug increased the number of tasting offers for Grande Cuvée,
the emblem of the brand and the vehicle for its values of expertise,
authenticity and excellence.
PASSIONATE ABOUT CREATIVITY
WINES & SPIRITS