Moët Hennessy, the drinks arm of luxury good giant LVMH, has launched an online shop called Clos19 selling the Champagnes, wines and spirits in its portfolio.
Run by Stephanie Watine-Arnault, the 33-year-old niece of LVMH chairman Bernard Arnault, Clos19 is “dedicated to the art of hosting”, and aims to assist its customers in everything from wedding wines and last minute gifts to what to take to a dinner party.
The name is inspired by the concept of the walled vineyard in Champagne, or ‘clos’, and the democratisation of Champagne in the 19th century, hence the ‘19’.
Hoping to shake up the UK drinks market, among the wine brands on sale will be Krug, Dom Pérignon, Ruinart, Veuve Clicquot, Moët & Chandon, Cloudy Bay and Château d’Yquem.
Watine-Arnault is keen to build a digital community of regular customers and plans to roll out the Clos19 brand in Germany but not, as yet, to France. The goal is for Clos19 to account for 4% of Moët Hennessy’s UK sales by 2022.
The site will also add a service before the end of the year offering the expertise of mixologists and barmen at London-based events.
There are 70 brands in the LVMH portfolio, which takes in clothes, drinks, perfume, cosmetics and jewellery. The company made €37.6 billion in revenue last year.
The online drinks market is rapidly expanding in Britain, with the UK now leading the European market in online alcohol sales according to Nielsen.
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