Louis Vuitton 2011 Annual Report Download - page 21
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LVMH 2011
Wines & Spirits
19 / 68
Beyond its historical markets, Hennessy pursued its strategy
to penetrate emerging markets, such as Mexico, Nigeria, South
Africa and central Europe.
GLENMORANGIE and ARDBEG single-malt whiskies are
stepping up the pace of their development. Glenmorangie’s new
“Unnecessarily Well Made” advertising campaign had a big
impact. Ardbeg continues to consolidate its position as the absolute
benchmark for Islay malt whiskies.
BELVEDERE vodka grew strongly in the United States and
gained market share elsewhere. The successful releases of
Belvedere Bloody Mary and Belvedere Unfiltered contributed to the
brand’s rapidly growing popularity throughout the world.
— Outlook
With demand recovering in historical markets
and growing in many emerging markets, the
Wines and Spirits business group will continue
to pursue its value-oriented strategy, notably by
investing heavily in advertising and maintaining
premium prices. This strategy will include a
controlled increase in champagne and cognac
volumes. While costs will be rigorously con-
trolled, strategic priorities will be to innovate,
enhance brand appeal and strengthen the distri-
bution network. The excellence of Wines and
Spirits’ products together with the ambition
and experience of its people will enable the busi-
ness group to continue to grow protably and
strengthen LVMH’s leadership in the world of
luxury wines and spirits.