Wine industry members – and there are many – who would prefer no and low alcohol wine-based beverages to be a brief fad, will be disappointed to learn that the decision-makers at LVMH see things a little different. As le Figaro reports, the luxury giant has just announced the acquisition of a 31.6% share of French Bloom, the brand launched in 2019 by the husband and wife team of Rodolphe and Maggie Frèrejean Taittinger and the super-model Constance Jablonski.
Rumours that LVMH were going to move into this sector have been circulating for some time, but the release earlier this year of a €109 deluxe sparkling cuvée cannot have hurt the French Bloom team’s chances of sealing a deal. And nor can sales of 500,000 bottles of the more affordable, cuvées that still command prices of around €30.
The parallels with LVMH's investment in the Chateau d’Esclans, the Provence estate behind the €100 Garrus and the relatively more moderately price Whispering Angel rosés.
As Philippe Schaus, CEO of Moët Hennessy explained, "this investment aligns with Moët Hennessy's key strategic initiatives and demonstrates our commitment to providing high-quality non-alcoholic products to consumers who are moderating their alcohol consumption. We are confident that our expertise in wines and spirits, combined with the exceptional innovation and visionary leadership of the French Bloom team, will enable us to shape the future of this category."
Rodolphe Frerejean-Taittinger, CEO of French Bloom added that French Bloom perfectly captures the growing demand from "flexi-drinkers" who prioritize moderation.
Don't forget to subscribe to our newsletter. Be the first to know and never miss out on important updates.
