Moët Hennessy appoints Patrick Madendjian to lead North Asia

ASIA – Moët Hennessy, the wine and spirits division of luxury giant LVMH, has appointed Patrick Madendjian as Managing Director for North Asia, effective July 1, 2025.  

The appointment comes as the company responds to a challenging global environment marked by declining sales and a major corporate restructuring. 

Madendjian will be based in Hong Kong and will oversee operations in Korea, Hong Kong & Macau, and Taiwan. He will report directly to Anne-Claire Delamarre, President of Moët Hennessy Asia Pacific. 

This leadership change is part of the group’s broader efforts to revive growth in the region, particularly in the Cognac category, which has been hit hardest during the recent downturn.  

In the first quarter of 2025, Moët Hennessy reported an 8% drop in organic sales—the steepest among LVMH’s major business units. Spirits sales, including Cognac and brandy, declined 17%, while wine sales fell by 1%, reflecting weaker demand in both China and the United States. 

Madendjian brings significant experience to his new role. As Managing Director for Southeast Asia Emerging Markets, he successfully revitalised the Hennessy business in Singapore and restored Cognac leadership in Malaysia.  

He also oversaw the 2022 integration of Moët Hennessy Diageo operations in Singapore and Malaysia, demonstrating his ability to manage complex market transitions and deliver results. 

Delamarre praised the appointment, saying, “Patrick’s deep understanding of our brands, combined with his visionary leadership and ability to deliver results, make him the ideal leader to drive our North Asia business forward.” 

Madendjian began his career with Moët Hennessy as an International Brand Director and has held several leadership roles, including Group Marketing Manager for Spirits in Mexico. His career spans markets across Europe, Latin America, and Asia. 

In his new position, he will focus on expanding Moët Hennessy’s market presence in North Asia, while driving innovation, premium consumer experiences, and sustainable growth.  

Commenting on his new role, Madendjian stated, “This region is brimming with opportunities, and I look forward to working with our talented teams to bring unforgettable moments to our partners and consumers.” 

The leadership transition coincides with a critical period for Moët Hennessy, which is undergoing a global restructuring involving 1,200 job cuts.  

Meanwhile, a recent decision by China not to impose anti-dumping tariffs on major brandy producers—subject to pricing commitments—has eased trade tensions and offers the company a chance to stabilise its Cognac business in the Chinese market. 

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