June 25, 2026

Moët Hennessy's Strategy for Luxury Collaborations

At Bar Convent London, Lauranie Nonotte and Raphaele Delerue shared Moët Hennessy's strategy for spirits collaborations that go far beyond packaging and design. The strategy operates on four core pillars: recruit new consumers beyond category enthusiasts, relate by tapping into real worlds, revive brands with new energy, and create real, meaningful partnerships.

They provided examples of artistic collaborations, including Dom Pérignon x Takashi Murakami, and experiential concepts like Belvedere's Dirty Brew coffee shop activation. For on-premise partners, these collaborations fuel animation, provide approachable entry points for non-experts, and arm bartenders with deeper emotional narratives.

Watch the full session to understand how meaningful collaborations build long-term brand desirability and create advocacy that extends far beyond the bottle.

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Premium-and-above RTD volumes rose by more than +15% in 2025, and the U.S. still accounts for about 40% of total global category volumes, according to IWSR.

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