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Moët & Chandon

Moët & Chandon

Company: LVMH

Brand value: US$2,306 million

Headquarter city: Épernay

Industry: Alcohol

Year formed: 1743

Moët & Chandon is the world’s leading champagne brand, with a global market share of close to 20 percent. It positions itself as the ambassador of a refined and luxurious western lifestyle, which resonates both in Europe and farther afield. It is associated with taste, elegance and maturity. While the brand and the product date back more than 250 years, the brand is updating what it offers to consumers, by increasing its availability to online shoppers, and by providing new kinds of experiences associated with Moët & Chandon. It is trialing a new service in Paris that can have a chilled bottle of champagne delivered within an hour, and benefits from Clos19, the e-commerce platform launched by parent company LVMH in April 2017 around wine and spirits. In the past few months, the brand has launched "Moët Experiments", an online source of content including masterclasses and links to real-world tastings and other events. There is also consumer guidance on how to store and serve it products, and how to determine which of its products - Impérial, Ice Imperial, Mini-Moët or Grand Vintage – is best suited to consumers’ occasions. Like many champagne brands, it produces seasonal packaging to coincide with festivals such as New Year. Occasionally it uses celebrities in its communications; in summer 2017, tennis player Roger Federer joined master of the cellar house Benoit Gouez in a YouTube video to demonstrate “perfect service” of Ice Imperial champagne. Moët & Chandon is a subsidiary of the LVMH group, which is part of the CAC40 index and is listed on the Eurolist d’Euronext Paris.