Moët Hennessy to expand Armand de Brignac Champagne presence in DF&TR

By Luke Barras-hill |

Champagne Armand de Brignac is co-owned by Shawn ‘Jay-Z’ Carter and LVMH Moët Hennessy.

Moët Hennessy Global Travel Retail has announced a strategic expansion of its Armand de Brignac Champagne brand in select travel retail locations.

The latest ‘jewel in the crown’ of Moët Hennessy’s Prestige Champagne portfolio will enjoy instore visibility and activations at ‘key airports’ to attract consumers into the category.

Momentum for Armand de Brignac Champagne has been building since LVMH Moët Hennessy acquired a 50% stake in the brand from its owner, rap artist and entrepreneur Jay-Z, in 2021, garnering worldwide attention across the sports and entertainment worlds.

According to Moët Hennessy Global Travel Retail, the brand ‘combines timeless quality and craftsmanship with an identity built on contemporary notions of success, status and consumer-centricity that have made it a modern icon’.

Travellers will encounter an arresting retail concept that combines classic French luxury with the brand’s energy and bold concept of luxury.

Two core expressions

The concept made its premier at Paris Charles de Gaulle Airport (see left and below) through Lagardère Travel Retail’s Extime Duty Free joint venture in November and will roll out in Asia, Americas and the Middle East.

A new luxury retail ‘Les Caves de Champagne’ model will also be presented.

This is designed to immerse shoppers in an experience that positions the bottle as a trophy, backed by lighting and sound effects that echo the vibrancy of upmarket bars and clubs.

Laurent Boidevezi, President Moët Hennessy Asia Pacific, Travel Retail & Private Sales, commented: “Our mission is to elevate travellers’ journeys into memorable experiences, with an unequivocal emphasis on the ‘consumer first’.

“By strategically amplifying the presence of Armand de Brignac in the channel, we aim at recruiting a new generation of luxury travelling consumers, who recognise the brand from its iconic status in the nightlife channel and who resonate with its symbolism of success; consumers who are driven and ambitious; who work hard and play hard; who value exclusive experiences.”

The portfolio selected by Moët Hennessy for travel retail concentrates on a core range of two expressions.

Brut Gold (75cl and Magnum) is blended from a trio of vintages from some of the most revered terroirs in the region to produce ‘a prestige cuvée expressing vibrant fresh fruit character and layers of complexity’.

Meanwhile, Brut Rosé (75cl) is crafted with pinor noir from old vines, planted in the Montagne de Reims.

Armand de Brignac will be rolled out across a selection of the most influential global locations in travel retail, powered by a striking retail concept twinning French luxury with Armand de Brignac’s bold identity.

The cuvée boasts bright, fresh layers of red fruits, complemented by hints of baked pastry aromas.

In very select locations the range will be extended with the Blancs de Blancs, adds Moët Hennessy Global Travel Retail.

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