LVMH acquires minority stake in alcohol-free wine brand French Bloom 

FRANCE – Moët Hennessy Louis Vuitton (LVMH) has acquired a minority stake in French alcohol-free sparkling wine brand French Bloom.  

While the financial details of the transaction were not disclosed, the partnership aligns with Moët Hennessy’s strategy of diversifying its portfolio to include premium alcohol-free options. 

French Bloom was co-founded in 2019 by Constance Jablonski and Maggie Frerejean-Taittinger, offering a non-alcoholic range of wines, including the sparkling French Bloom Le Blanc and Le Rosé.

The Paris-based company currently exports to 32 markets, including the US, UK, Australia, Japan, Canada, and the UAE. 

Philippe Schaus, CEO of Moët Hennessy, expressed his excitement over the deal, saying, “We are incredibly proud to partner with French Bloom, a pioneer of non-alcoholic sparkling wine with unparalleled taste and distinctive brand identity. 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.” 

Co-founders Maggie Frerejean-Taittinger and Constance Jablonski echoed the sentiment, highlighting Moët Hennessy’s shared vision for the future of the alcohol-free category. 

The acquisition follows other strategic moves by LVMH, including its recent collaboration with singer Beyoncé Knowles-Carter for the launch of SirDavis whiskey. This American whiskey, made with 51% rye and 49% malted barley, is set to expand into global markets. 

In the first half of 2024, Moët Hennessy reported a 14% decrease in profits to €7.2 billion (US$7.9 billion), with profits from recurring operations standing at €10.7 billion (US$11.6 billion).

Despite the decline, the company remains focused on expanding its offerings and global reach. 

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