Moët & Chandon brand strategy / positioning case study

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Moët & Chandon Brand Strategy Analysis
Moët & Chandon
ABOUT

Category:
FMCG Alcoholic beverageschampagne & wine

Owner of the brand:
LVMH Moët Hennessy Louis Vuitton SE

Key competitors:
Nicolas Feuillatte, G.H. Mumm, Laurent-Perrier, Taittinger, Pommery, Piper-Heidsieck, Cristal

Brand essence

Celebrating achievements since 1743.

Brand values

Heritage, luxury, achievement, generosity.

Brand character

Aspirational, refined, French, luxurious, playful, trendy.

Dominating archetype
EVIDENCE
Comments
1

Moët & Chandon is one of the five champagne brands owned by LVMH Moët Hennessy Louis Vuitton SE group. The other four brands are  Veuve Clicquot, Dom Pérignon, Krug and Ruinart, each of which is positioned differently. For example, Veuve Clicquot builds the image of a chic and slightly eccentric brand, while Krug offers a more serious proposition for connoisseurs and collectors.[1]

2

Although Moët & Chandon is communicated as a luxury brand, price-wise, it is relatively accessible, when compared to other LVMH champagne labels. As a result, it is the bestselling champagne in the world[2], with its sales representing 10% of the entire turnover from the Champagne region[3]. Its sister brand, Veuve Clicquot, is the runner-up.

3

Moët & Chandon’s brand strategy is about celebrating milestones, achievements and successes (“Celebrating life’s triumphant moments with elegance, extraversion and sensorial pleasure is the essence of who we are”)[4]. Its brand equity, to a large extent, is based on its heritage dating back to 1743. However, to stay relevant, Moët & Chandon communicates itself as “The Now” brand[5], which inspires people to live in the moment, while consistently building associations with nightlife, fancy parties and glamorous people (e.g., “The Now”[6]).

4

As part of its communication strategy, Moët & Chandon focuses on showcasing various occasions, which are worth celebrating with the champagne. On social media, it promotes the hashtag #MoetMoment and encourages followers to use it when sharing pictures of special celebrations.

5

Roger Federer, the famous tennis player, has been Moët & Chandon’s brand ambassador since 2012, when he replaced actress Scarlett Johansson in the role. Stephane Baschiera, CEO of Moët & Chandon commented: “Roger Federer personifies the glamour of achievement, great generosity and tremendous style values that have been key to our House throughout its long history.[7]

6

Several branding publications refer to M&C as a Lover brand. However, when analysing its messaging, two other archetypes seem to be more dominant. The brand’s references to excellence, grandeur, luxury, success and high status are typical of the Ruler archetype, while its emphasis on celebration, living in the moment and having fun also places it close to the Jester.

Tagline
Most important campaigns

1. “Must Be Moët & Chandon – Celebration” (2019)

2. “Moët & Chandon Presents The #MoetPartyDay” (2017)

3. “The Now” (2015)

4. “Moët & Chandon, Success & Glamour Since 1743” (2012)

Official brand statement:

“Sharing success and glamour with the world has been our inspiration, our passion and our raison d’être for nearly three centuries.
The legendary Moët & Chandon is celebrating 270 years as the world’s most loved champagne. For over a quarter of a millennium, the renowned French winemaker has been sharing the magic of champagne across the globe. Every glass overflows with the House’s hallmark values of history, generosity, savoir-faire, success, boldness and elegance—values still at the heart of its global appeal. Toward the end of the 18th century, Jean-Remy Moët, grandson of founder Claude Moët, became famous as the man who introduced champagne to the world. The important figures of the era, from the Marquise de Pompadour to Talleyrand to Napoleon quickly fell in love with the House’s effervescent wine. Moët & Chandon was soon the icon of success and elegance that it remains to this day. (…)

Celebrating life’s triumphant moments with elegance, extraversion and sensorial pleasure is the essence of who we are. From Napoleon’s conquests to royal weddings, from Hollywood’s most dazzling event, the Oscars, to its most exclusive private parties, we are devoted to honouring accomplishment. As we were there for the important occasions in history, we’re there for your important occasions today.[8]

Interesting facts:

Moët & Chandon has been the official drink of the Golden Globe Awards since the early 1990’s.

In the past, Dom Pérignon was Moët & Chandon’s prestige cuvée, that is, a more superior blend, until it was spun off as its own brand[9] in 1947[10].

Must-reads

1. Event Marketer on Moët & Chandon’s new influencer programme
R. Boucher, “How Moët & Chandon Is Popping Bottles With Cultural Pioneers”, Event Marketer, Jan 2020,
https://www.eventmarketer.com/article/moet-chandon-nectar-of-the-culture-icons/

2. Moët & Chandon’s product features explained by The Drinks Business
“Top 10 Biggest Champagne Brands 2016”, The Drinks Business, Dec 2016,
https://www.thedrinksbusiness.com/2016/12/top-10-biggest-champagne-brands-2016/11/

3. Bloomberg on the differences in the positioning of LVMH’s champagne brands
E. McCoy, “For LVMH’s Champagnes, Image Is Almost Everything”, Bloomberg, Nov 2015,
https://www.bloomberg.com/news/articles/2015-11-02/when-marketing-lvmh-s-champagnes-image-is-almost-everything

Sources:
References:
  1. E. McCoy, “For LVMH’s Champagnes, Image Is Almost Everything”, Bloomberg, Nov 2015, https://www.bloomberg.com/news/articles/2015-11-02/when-marketing-lvmh-s-champagnes-image-is-almost-everything
  2. E. Routh, “The Most Popular Champagnes At The World’s Top Bars”, VibePair, Jan 2020, https://vinepair.com/booze-news/10-best-selling-champagne-brands-world-2020/
  3. “Top 10 Biggest Champagne Brands 2016”, The Drinks Business, Dec 2016, https://www.thedrinksbusiness.com/2016/12/top-10-biggest-champagne-brands-2016/11/
  4. https://www.moet.com/en-gb/the-house/success-glamour
  5. “Moët Invites You To #OPENTHENOW”, PR Newswire, Nov 2015, https://www.prnewswire.co.uk/news-releases/moet-invites-you-to-openthenow-545571712.html
  6. https://www.youtube.com/watch?v=OpEQFVi_jII
  7. N. Batten, “Moët & Chandon Replaces Scarlett Johansson With Roger Federer, Campaign, Nov 2012, http://www.campaignlive.co.uk/article/moet-chandon-replaces-scarlett-johansson-roger-federer/1162335
  8. https://www.moet.com/en-gb/the-house/success-glamour
  9. E. McCoy, “For LVMH’s Champagnes, Image Is Almost Everything”, Bloomberg, Nov 2015, https://www.bloomberg.com/news/articles/2015-11-02/when-marketing-lvmh-s-champagnes-image-is-almost-everything
  10. https://en.wikipedia.org/wiki/Dom_P%C3%A9rignon
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