Moët Hennessy Louis Vuitton (LVMH) has taken a minority stake in French alcohol-free sparkling wine brand French Bloom.
Financial details of the deal were not revealed.
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Co-founded by Constance Jablonski and Maggie Frerejean-Taittinger in 2019, French Bloom produces a non-alcoholic range of wines, including the sparkling French Bloom Le Blanc and Le Rosé.
Speaking on the deal, Philippe Schaus, CEO of LVMH’s wine and spirits division Moët Hennessy said: “We are incredibly proud to partner with French Bloom, a pioneer of non-alcoholic sparkling wine with unparalleled taste and distinctive brand identity. This investment aligns with Moët Hennessy’s key strategic initiatives, demonstrating our commitment to offering high-quality alcohol-free choices to consumers who moderate their alcohol intake.
“We are confident that our expertise in wines and spirits, combined with French Bloom team’s exceptional innovation and visionary leadership, will enable us to craft the future of this category.”
The Paris-based French Bloom currently exports to 32 markets including the US, UK, Australia, Japan, Canada and UAE.
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By GlobalDataSpeaking to Just Drinks in May, French Bloom co-founder Frerejean-Taittinger said: “We estimate in the 32 markets French Bloom is in, that approximately 80% of our customers are actually individuals who enjoy both alcoholic and non-alcoholic beverages interchangeably throughout their evenings, weeks, or months.
“They are ‘flexi-drinkers’ and interestingly, our core clientele reflect where I believe the wine market is going: drinking higher quality but less often.”
The vintner’s approach to non-alcoholic wine is not to take an existing wine and run it through a dealcoholizing process but rather to create an initial base wine from scratch that is created with dealcoholization intended.
“We achieve this by harvesting our organic chardonnay from Langdoc several weeks earlier than is standard in the region, ageing the wines in oak barrels, and employing a three-step dealcoholizing process”, Frerejean-Taittinger added.
“By conducting these steps prior to dealcoholizing, they minimize the need for ‘make-up’ afterward. Additionally, they introduce effervescence at the end, enhancing the final product”.
