世界百大品牌  – Rank no.99 -France

世界百大品牌 – Rank no.99 -France


Top 100 Brand in The World – Rank no.99 – Moët & Chandon – France

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3,943 $m
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Moët & Chandon has devoted itself to consolidating its position as the world leader in champagne, focusing on continued expansion in emerging markets, strong performance in Japan and Australia, as well as a reaffirmed value-creation strategy in the United States. This strategy is aimed at increasing prices and moving the product mix further upmarket, enhancing the reputation and desirability of the Moët & Chandon brand. There has also been an aggressive investment in marketing in order to push the brand forward. First, the brand replaced actress Scarlett Johansson as its global ambassador with tennis superstar Roger Federer. He epitomizes the “glamour of achievement, dedicated generosity, and tremendous style values” that have been key to the 270-year-old brand throughout its long history. Additionally, the brand has made a significant investment in digital media this past year in launching three new mobile applications for different occasions: Valentine’s Day’s Declare Your Love by Moët & Chandon Rosé Impérial; New Year’s Day’s Moët & Chandon Brut Impérial; and Moët Ice Impérial for a daytime getaway. The investment seems to be paying off with 22 percent of consumers talking about champagne online, specifically discussing Moët & Chandon. Recently, the brand continued to push for relevance through its sponsorship of The Great Gatsby. These innovations in marketing, coupled with global sponsorships, will help reestablish Moët & Chandon as the world leader in champagne.
Moët & Chandon
Logo Moet.PNG
Type Part-holder of LVMH
Industry Winery
Genre French winery
Founded 1743 (270 years ago)
Founder(s) Claude Moët
Headquarters 20, avenue de Champagne
BP 140, 51333 Épernay
France
Area served Worldwide
Products French wine
Revenue €1.2 billion (2011)
Employees 1,715 (2011)
Website www.moet.com

Moët & Chandon (French pronunciation: ​[moɛt e ʃɑ̃.dɔ̃]),[1] or Moët, is a French winery and co-owner of the luxury goods companyMoët-Hennessy • Louis Vuitton. Moët et Chandon is one of the world’s largest champagne producers and a prominent champagne house. The company holds a Royal Warrant to supply champagne to Elizabeth II.[2] Moët et Chandon was established in 1743 byClaude Moët, and today owns more than 1,000 hectares (2,500 acres) of vineyards, and annually produces approximately 26,000,000 bottles of champagne.

History[edit]

Foundation[edit]

Moët et Chandon began as Moët et Cie[1] (Moët & Co.), established by Épernay wine trader Claude Moët in 1743,[4] and began shipping his wine from Champagne to Paris. The reign of King Louis XV coincided with increased demand for sparkling wine. Soon after its foundation, and after son Claude-Louis joined Moët et Cie, the winery’s clientele included nobles and aristocrats.

Moët began business in 1750 with Madame de Pompadour, who supplied the Royal Court at Compiègne with Moët’s champagne.[1]Also in 1750, Moët began establishing business in Germany, Spain, Eastern Europe, and colonial British America.[1] In 1792, on Claude Moët’s death, grandson Jean-Rémy Moët assumed control of Moët et Cie,[1] and expanded the business buying the vineyards of the Abbey of Hautvillers, where Benedictine monk Dom Pérignon perfected double-fermentation for creating champagne.[1]

Moreover, the Moët surname was prestigious before the winery’s establishment; King Charles VII ennobled brothers Jean and Nicolas Moët (Claude’s ancestors) in 1446.[4]

Into the 19th century[edit]

Houses of 3 Emperors.

The company truly attracted a loyal international following after it initiated an account with Napoleon.[1] Jean-Rémy, who had become mayor of Épernay in 1802, met Napoleon in 1804.[1] Within the new guest houses at Moët’s headquarters on 20 rue de Champagne, Napoleon and his entourage were lavishly dined and wined. Historian of champagne Patrick Forbes wrote: “everybody who was anybody in Europe was passing through the Champagne district en route from Paris to the Congress of Vienna and they all wanted to visit the celebrated champagne maker. … His 10 years in the Napoleonic limelight had made him the most famous wine-maker in the world and orders for his champagne began pouring in with such profusion that he hardly knew how to fill them."[1] In appreciation for Jean-Rémy’s generosity, the Emperor of the French gave Jean-Rémy his own Officer’s cross of the Legion of Honor. In honor of Napoleon, Moët later in its history dedicated its Brut Imperial to him.[1]

After his connections with Napoleon, the company of Moët contained a portfolio of prominent figures which encompassed Tsar Alexander I of Russia, Emperor Francis II of Austria (Napoleon’s father-in-law), the Duke of WellingtonMadame de StaëlQueen Victoria, and thePrince Royal of Prussia (later to become emperor of Germany) among many more.[1] Sales during the 1820s are believed to have been on average 20,000 bottles annually.[1] Leadership of the company changed in 1832 when Jean-Rémy retired and left the company in the hands of his son Victor Moët and son-in-law Pierre-Gabriel Chandon de Briailles (14 November 1798 – 23 July 1850).[1][5] As Chandon became incorporated into the company as co-owner, the name was officially changed that same year to “Moët et Chandon."[1] Following the introduction of the concept of a vintage champagne in 1840, Moët marketed its firstvintage in 1842. Their best-selling brand, Brut Imperial, was introduced in the 1860s.

The Marne Valley fell under the ownership of Moët et Chandon in 1879, expanding the company’s operations.[1] The introduction of more flavorsome grapes from CramantLe MesnilBouzyAy, and Verzenay also followed.[1] As expansion grew, so did the employee count. At the time, about 2,000 people were under the employment of Moët et Chandon and a type of “social security" was formed which gave free medical attention, housing assistance, pensions, maternity benefits, sick pay, and free legal aid. Job holders included cellarmen, cork cutters, clerks, vineyard farmers, tinsmiths, needlewomen, basketmakers, firemen, packers, wheelwrights, and stableboys.[1] Sales in 1872 are reported to have been at 2,000,000 bottles and at 2.5 million by 1880, while consumers continued to consist of the upper social hierarchy.[1]

Milestones in the 20th century[edit]

During World War I, France suffered much destruction. Moët et Chandon lost the offices and guest houses, where Napoleon had stayed, to bombing raids.[1] After the war, the company re-established its position in the market by introducing the Dom Pérignon brand of vintage champagne in the late 1920s.[1] The introduction of the Dom Pérignon label set a trend in which many other champagne houses came to introduce their own premium label of champagne intended to surpass their regular vintage champagne. Nevertheless, it was Dom Pérignon which came out to be the most successful brand. Dom Pérignon was recognized by connoisseurs as the most perfect champagne available, and was also the most expensive on the market.[1] During World War II, in which France fell under occupation by Nazi Germany, business was negatively affected.[1] However, due to the modernization of operations within the firm, it managed to recover well.[1] The goals of fairness and efficiency were emphasized in all aspects of production, from the installation of new wine presses to a comprehensive system of work incentives.[1]

Headquarters in Épernay.

Count Robert-Jean de Vogüé, a prominent figure in wine purchasing, became the leader of Moët et Chandon in the 1950s. Transformed from a family-owned business into a Société Anonyme (or corporation), Moët et Chandon under de Vogüé gained great success and an expansion rate never before experienced. In 1962 it became the first champagne house to be listed on the French stock market.[6] That same year, the company acquired full rights to France’s oldest wine house and main competitor of Moët et Chandon, Ruinart Père et Fils.[1] Another rival wine house, Mercier, was taken over by 1970. Soon afterwards Moët et Chandon purchased an interest in Parfums Christian Dior, the first out-of-winery investment by the company, which was soon taken over by Moët.[1] The company took a milestone step in 1971 when it merged with the cognac producer Jas Hennessy & Co. to create Moët-Hennessy.[1] The decision was made as a result of a 1927 statute which limited the champagne growing region to 34,000 hectares.[1] De Vogüé believed that the supply of land under cultivation (less than 25,000 hectares) would be exhausted by the demand for champagne by 2000. Thus it seemed logical to merge with Hennessy who could supply diversification and a stable future for Moët. Together, both houses grew greatly financially and were able to, as a group, “stimulate the growth of their interests abroad."[1]

In 1973, the company launched Domaine Chandon, a winery subsidiary in California. The company undertook its final merger; with Louis Vuitton, a prominent luxury goods purveyor whose goods remain renowned as status symbols. This final merger gave birth to the largest luxury group in the world, Moët-Hennessy • Louis Vuitton (LVMH), netting over 16 billion euros in fiscal 2004. In 2006, Moët et Chandon Brut Impérial issued an extremely limited bottling of its champagne named “Be Fabulous", a special release of its original bottle with decorative Swarovski crystals, marking the elegance of Moët et Chandon. Also in 2006, Moët et Chandon illuminated theStatue of Liberty on its 120th anniversary.

In 2007, the company opened its Grand Vintage 2000 European Launch at the Musée de l’Homme in Paris.

Dom Perignon[edit]

Main article: Dom Pérignon (wine)

A bottle of vintage 1999 Dom Pérignon with accompanying materials

Dom Pierre Pérignon, aBenedictine monk

Dom Pérignon (/ˌdɒmpɛrɪˈnjɒn/French pronunciation: ​[dɔ̃peʁiɲɔ̃]) is a brand of Champagne produced by Moët et Chandon. It is named after Dom Pérignon, a Benedictine monk who was an important quality pioneer for Champagne wine but who, contrary to popular myths, did not discover the champagne method for making sparkling wines.[7] Dom Pérignon was the first prestige cuvée, an idea proposed by Englishman Laurence Venn.[8] The first vintage of Dom Pérignon was 1921 and was only released for sale in 1936. Dom Pérignon is avintage champagne, meaning that it is only made in the best year, and all grapes used to make the wine were harvested in the same year. Many champagnes, by contrast, are non-vintage, which means that the champagne is made from grapes harvested in various years.

Current production[edit]

Around 5 million bottles are produced in each vintage.[8] The wine is 60% Chardonnay and 40% Pinot noir, with 6 g/l dosage.[8]According to Tom Stevenson, “All vintages need at least 12 years ageing to nurture Dom Pérignon’s signature silky mousse".[8] As of 2008, the current release of Dom Pérignon is from the 2000 vintage[8] and the current release of Dom Pérignon Rosé is from the 1998 vintage. The current (2009) winemaker is Richard Geoffroy, who has been Chef de Cave for Dom Pérignon since 1998.

Domaine Chandon[edit]

Main article: Domaine Chandon

In 1973, the then Moët-Hennessy company founded Domaine Chandon, an outpost winery in the Napa Valley. It was the first French-owned sparkling wine venture in the United States. The fine dining restaurant etoile is situated at the winery.[9]

Domaine Chandon in Australia was established in 1986 at Coldstream, Victoria.

Sponsorships[edit]

On November 30, 2012, Roger Federer became Moët et Chandon’s brand ambassador.

Pronunciation[edit]

Various mispronunciations of Moët are known, including “mo-way" and “mow-ee". Owing to the characters and the pronunciation of the similar-looking Cyrillic characters, native Russian speakers often pronounce it “mah-yot". The correct pronunciation is “mo-wett" or “m-wet" (IPA: [moɛt]), as Claude Moët’s name is Dutch, not French.[10]

Culture[edit]

Moët & Chandon also mentioned in the song “Killer Queen" of Queen (band).