By CultureBanx Team
- Moët & Chandon collaborates with Virgil Abloh on their Nectar Impérial Rosé
- Luxury brands are using the cultural energy to pursue millennial customers
Move over Drake there’s a new “Champagne Papi” and it’s Virgil Abloh, he’s now blessing Moët & Chandon with his golden touch. The creative director of Louis Vuitton’s menswear has lended his talent to the brand, by designing a limited-edition bottle of their Nectar Impérial Rosé bubbly.
Why This Matters: The luxury wine and spirits brand isn’t expecting this collaboration to be a key sales driver, instead they want to harness Abloh’s social media influence. There is immense value in his combined social media reach of about 3 million people. More luxury brands are using the cultural energy of streetwear to pursue millennial customers. This demographic represented 85% of luxury growth last year and they demand unique and novelty things. For Abloh, this marks the designer’s first-ever liquor brand collaboration.
More luxury brands are using the cultural energy of streetwear to pursue millennial customers
Moët & Chandon belongs to the Louis Vuitton Moët Hennessy (LVMH +0.90%) company and its Wine and Spirits group grew revenues by 5% in 2017. Champagnes specifically increased steadily last year, with volumes up 4%, and Moët & Chandon had another record-setting year.
The new collaboration bottles read “Do Not Drop,” in Off-White’s signature Helvetica font. “Champagne, to my mind, is to celebrate an achievement… that’s where the notion of ‘Don’t Drop,’ like, physically ‘don’t drop and break the bottle,’ or ‘don’t break that moment’ came into play” said Abloh.
LVMH is also the parent company of Louis Vuitton, where earlier this year Abloh became the first African-American to conceptualize a complete line for the legendary French fashion house, on top of managing his own streetwear brand, Off-White. In June, he revealed a cult collaboration with Rimowa, LVMH’s newest acquisition which was a highly talked about transparent polycarbonate suitcase. The Louis Vuitton brand is the biggest revenue driver at the French luxury goods group. In 2017 the company saw global sales rise 5% to €263 billion (about $325 billion).
What’s Next: The limited-edition 750ml bottle “ready-to-wear” version for the public is available now. Unlike Abloh’s usual collaborations, this indulgence is at least moderately priced, currently averaging about $70 per bottle.
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