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Moët Hennessy invests in non-alcoholic fizz
Moët Hennessy, the wine and spirits division of luxury giant LVMH, has acquired a minority stake in leading alcohol-free sparkling wine brand French Bloom.
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Founded in 2021 by Maggie Frerejean-Taittinger, her husband Rodolphe Frerejean-Taittinger, and friend Constance Jablonski, French Bloom offers de-alcoholised prestige cuvée sparkling wines.
The investment from Moët Hennessy, which counts the likes of Dom Pérignon, Joseph Phelps Vineyards, Krug and Terrazas de los Andes in its portfolio, marks the company’s first major foray into the world of non-alcoholic wine. Neither the size nor the value of the minority stake have been disclosed.
“At French Bloom, our mission has always been to create alcohol-free sparkling cuvées of great complexity that allow everyone to truly celebrate together,” said Maggie Frerejean-Taittinger and Jablonski. “In Moët Hennessy, we’ve found a partner who shares our vision for the future of the alcohol-free category and our commitment to expanding inviting moments of togetherness.”
“With complementary expertise and a shared passion for innovation, we are confident we will accelerate our development, and push the boundaries of this fast-evolving space,” added Rodolphe Frerejean-Taittinger.
“We are incredibly proud to partner with French Bloom, a pioneer of non- alcoholic sparkling wine with unparalleled taste and distinctive brand identity,” commented Moët Hennessy CEO Philippe Schaus. “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.”
“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,” Schaus added. “We are looking forward to working with Maggie, Constance and Rodolphe.”
db editor-in-chief Patrick Schmitt MW recently spoke with French Bloom about how the producer is pushing to premiumise the de-alcoholised wine category. A bottle of its vintage-dated La Cuvée, made from organically-cultivated Chardonnay, has an ABV of 0% and retails at Harrods for £109.
When speaking to Schmitt, Maggie Frerejean-Taittinger said: “I thought our target market would be pregnant women or religious people but actually it is 80% flexible drinkers, those who drink wine one moment, then they don’t.”
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