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Moët & Chandon vamps up vintage
In an exclusive interview with the drinks business, Fédéric Cuménal, Moët & Chandon CEO, said the Champagne house would no longer use the term “vintage”, when referring to any of its wines.
Cuménal revealed that, in future, Moët & Chandon will only produce “Grand Vintage” wines. "Vintage has always been a difficult category to deal with. With the Grand Vintage we are trying to overcome some of the constraints we faced before by giving freedom to the winemaking team. The Grand Vintage is very important to us – we see it as the ultimate expression of Moët & Chandon as a brand", he said.
The house sees this move as an opportunity to differentiate its vintage activity within the category and believes it is core to re-building strong relationships with the on-trade. The launch activity for the "Grand Vintage" will be rolled out over the coming months in key markets such as the UK and France.