Moët Hennessy taps into growing popularity of rosé Champagne with new experience

Moët Hennessy has launches a French cinema themed area in London department store Selfridges, tapping into the rise of rosé Champagne in the UK to offer guests an experience of the category’s history.

According to the brand, consumer interest in rosé Champagne is growing fast in the UK. With a 26% value increase ahead of the total Champagne category’s 18% value increase, rosé offerings have gained nearly a 3% share of the market.

“If there are three things that you might associate with France, it would probably be Champagne, cinema and, certainly today, rosé wine,” said Moët Hennessy UK Champagne ambassador, Ethan Boroian.

Moët Hennessy has responded to this growth in consumer demand by putting rosé on the big screen, shining a new light on pink wines for 2022. Between 7 February and June 2022, the luxury wine and spirits purveyor is to open Rosé Lumière.

“Each house in our portfolio has its own rosé story and personality,” Boroian said. “From Ruinart as the first officially sold rosé in 1764, to Madame Clicquot creating the rosé d’Assemblage style that everyone knows today. This is a wonderful opportunity for us to showcase these stories to Champagne lovers.”

The rosé wine portfolios of Veuve Clicquot, Moët & Chandon, Ruinart and Château d’Ésclans will be up in lights, all under one roof, offering the opportunity to experience different rosé expressions.

Guests will learn about varying styles, from vintage rosé, rosé impérial and Côtes de Provence rosé, to ice rosé; and the rich histories of the maison where these stories originated.

“The French were the pioneers of cinema,” says Boroian, explaining the idea behind the theme. “The first cinematic screening took place in Paris in 1895, and the Nouvelle Vague in the 50s and 60s led the way in new approaches to editing visual style and narrative.”

France was a pioneer when it comes to rosé expressions too. Boroian adds: “Today we know that both Ruinart and Veuve Clicquot were enormous pioneers of the rosé style, and Moët & Chandon has seen rosé grow to represent around 20% of its portfolio.”

And then you have Provence, the southern French region that has led the way in the dry, light, pale pink style of rosé that is so popular today.

For Boroian, Moët Hennessy’s rosé wines are “something to be celebrated”, and the experience offers the chance to see rosé in a new light.

The brand hopes to leave a lasting impression, giving guests “an appreciation for the rosé styles from our leading Champagne Houses” that will, like stars of the silver screen, last the ages.