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.”
Paris-based French Bloom exports to 32 markets including the US, UK, Australia, Japan, Canada and UAE.
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By GlobalDataIn a statement on LinkedIn, French Bloom said: “Stronger together. We’re thrilled to join forces with Moët Hennessy, the world leader in luxury wines and spirits, through their minority stake acquisition in French Bloom. This partnership reflects a shared vision between Moët Hennessy and French Bloom to lead together the future of sparkling wines without alcohol.”
Speaking to Just Drinks in May, French Bloom co-founder Frerejean-Taittinger said around “80% of our customers” in the markets where the company does business “are actually individuals who enjoy both alcoholic and non-alcoholic beverages interchangeably throughout their evenings, weeks, or months”.
She added: “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 dealcoholising process but rather to create an initial base wine from scratch that is created with dealcoholisation 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 dealcoholising, they minimise the need for ‘make-up’ afterward. Additionally, they introduce effervescence at the end, enhancing the final product”.
