Moët Hennessy Global Travel Retail is strategically expanding Armand de Brignac Champagne in highly influential airport locations, supported by strong in-store visibility and activations – and sharpening Moët Hennessy’s luxury focus.

Armand de Brignac, owned jointly by Shawn ‘Jay Z’ Carter and Moët Hennessy (which acquired a 50% stake in 2021) has been a worldwide success since 2006. It is beloved by musicians and sportspeople, with a strong presence in the United States, China and party hotspots.

Following the buy-in from Moët Hennessy, which has added the brand to its Prestige Champagne portfolio, the expansion into travel retail will primarily focus on two of the most iconic expressions of Armand de Brignac in a strong rebound period for bubbly:

Moet Hennessy’s display of Armand de Brignac at Roissy Charles de Gaulle Airport in France 12/2022 © david atlan
  • Brut Gold (75cl and Magnum): Blended from a trio of vintages resulting in a prestige cuvée and housed in the unmistakeable golden bottle – a symbol of contemporary luxury.
  • Brut Rosé (75cl): Made with pinot noir from old vines, planted in the Montagne de Reims, that produce fruit with powerful flavor intensity.

Striking retail concept

Most striking is the retail concept which Moët Hennessy says “combines classic French luxury with Armand de Brignac’s trademark energy and bold luxury identity”. The debuted at Paris Charles de Gaulle Airport Terminal 2AC Paris Airport with Lagardère Travel Retail (through the Extime Duty Free joint venture) in November and will be rolled out in Asia, the Americas, and Middle East alongside Moët Hennessy’s luxury retail concept, Les Caves de Champagne.

Lighting and sound effects mirror the atmosphere and dynamism of upscale bars and clubs where Armand de Brignac has been embraced. Laurent Boidevezi, president of Moët Hennessy Asia Pacific, Travel Retail & Private Sales, said: “Our mission is to elevate travellers’ journeys into memorable experiences, with an unequivocal emphasis on the ‘consumer first’. We aim at recruiting a new generation of luxury travelling consumers, who recognise the brand from its iconic status in the nightlife channel.”

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