Moët Hennessy is introducing a new way to access its extensive portfolio of famous, high-end, luxury wines and spirits.
Named Our Cellar, the new luxury e-commerce site is meant to serve not only as a more direct route to buy these exclusive bottles, but also to elevate the experience of opening them at home.
After an increase of 310% in e-commerce sales from Moët Hennessy brands since the start of the pandemic, Moët Hennessy USA was inspired to create a new online platform for on-demand purchases of wine and spirits as more consumers are veering in this direction.
“During the pandemic, I think it’s clear that there was an exponential increase in consumer demand for convenience across most industries,” says Emma de Szoeke, senior vice president of consumer insights at Moët Hennessy USA. “Congruently, in our business, we learned that people, not able to travel, were looking for opportunities to explore and celebrate and elevate experiences in their homes. Beyond commodities, they craved special experiences that would create memories.”
In addition to signature Moët Hennessy wines and champagnes, Our Cellar will include access to limited-edition releases, hard-to-find vintages and formats, personalization, accessories, and exclusive delivery and tasting experiences.
One such luxury experience coming up will be timed to Art Basel Miami: imagine having a bottle of Dom Perignon delivered to your yacht along South Beach. Another example coming up later this year: OurCellar.com will also exclusively sell the personalized Veuve Clicquot Arrow cases, just in time for holiday shopping.
Among the exclusive offerings and limited-edition options are Dom Perignon Lady Gaga Limited Edition Bottle, La Grande Dame by Yayoi Kusama, and the Veuve Clicquot Arrow and Tape cases.
It’s an understatement to say that the Moët Hennessy portfolio runs deep, so not all of its wines and spirits will be available via OurCellar.com—at least not initially. At launch, OurCellar.com will offer a curated selection of iconic champagnes and wines including Dom Perignon, Moët & Chandon, Veuve Clicquot, Chandon, Cloudy Bay, and Whispering Angel.
“We took a bespoke approach to this, so we were very careful when crafting the offering list to include only special and unique editions of our most cherished wines and champagnes for now,” De Szoeke explains.
And being under the umbrella of luxury conglomerate LVMH, all products are promised to be delivered in style, coming directly from the brand with elevated packaging and customized options that are exclusive to Our Cellar.
“For our brands, the packaging is one of the manifestations of the care and craftsmanship that go into the creation of our products,” says De Szoeke. “In our industry, because of the nature of our products—fragile bottles of different formats made of glass—packaging has been historically underwhelming. With Our Cellar, we are working on elevating the packaging experience to accommodate the original bottle case as it was conceived by the maker.” Additionally, Our Cellar will be offering the option to add a personalized gift note as well as personalize the bottle case. And all materials are fully recyclable.
OurCellar.com is accessible anywhere in the world, but fulfillment will initially take place in 18 states in the U.S. Additional states will be added as the regulations evolve.
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