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RAISE A GLASS: LVMH Moët Hennessy Louis Vuitton has invested in model Constance Jablonski’s nonalcoholic drinks brand French Bloom.
Moët Hennessy, the wines and spirits division of LVMH, has acquired a minority stake in the beverage brand she launched in 2021 with her close friend Maggie Frerejean-Taittinger.
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“The partnership reflects a shared vision between Moët Hennessy and French Bloom to lead together the future of sparkling wines without alcohol,” Moët Hennessy said in a statement.
It marks the first foray into nonalcoholic wine by Moët Hennessy, which counts Dom Pérignon Champagne, Belvedere vodka, Glenmorangie whiskey, Hennessy cognac and Minuty rosé wine in its portfolio.
Frerejean-Taittinger enlisted her French husband Rodolphe, founder of Champagne Frerejean Frères, to help develop the beverage, which is made with a blend of organic wines from France that have undergone a manual de-alcoholization process to achieve a sophisticated flavor, with premium prices to match.
Its launch coincided with a growing sobriety movement and it is now available in more than 30 countries. The bubbly drink is also served in leading venues including the Ritz Paris hotel, Annabel’s club in London and the Beverly Hills Hotel.
“This investment aligns with Moët Hennessy’s key strategic initiatives, demonstrating our commitment to offering high-quality alcohol-free choices to consumers who moderate their alcohol intake,” Philippe Schaus, chief executive officer of Moët Hennessy, said in a statement.
“We are confident that our expertise in wines and spirits, combined with French Bloom team’s exceptional innovation and visionary leadership, will enable us to craft the future of this category,” he added.
French Bloom Le Blanc and French Bloom Le Rosé, which are vegan certified and contain no sulfites, conservatives or added sugars, retail for $39 and $44, respectively.
“It’s really trying to give you the same elevated experience and flavor architecture and complexity as you would have in a fine sparkling wine, but without alcohol,” Frerejean-Taittinger told WWD last year. “We felt that people that aren’t drinking alcohol for whatever reason don’t want something that’s less special.”
Jablonski has leveraged her fashion connections to raise the visibility of the brand. A face of Guerlain’s Abeille Royale skin care range, she partnered with the beauty giant on a VIP gift box that contained a handpainted bottle of French Bloom, and she’s working with luxury brands to have the drink served at events and in stores.