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Chandon to become "third pillar brand" for Moet Hennessy - CEO

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The head of Moet Hennessy has said that the group is looking to make its Chandon sparkling wine brand its “third pillar” through a sponsorship deal with the MacLaren-Honda Formula One team.

The Chandon logo will appear on MacLaren-Honda F1 cars as part of the "long-term" partnership

The Chandon logo will appear on MacLaren-Honda F1 cars as part of the "long-term" partnership

Earlier today, company chairman & CEO Christophe Navarre announced a long-term partnership for Chandon with MacLaren at the motor-racing team's headquarters in the UK. The brand logo will appear on the side of both MacLaren cars.

Speaking exclusively to just-drinks at the event, Navarre said the sparkling wine brand, which is produced in Argentina, the US, Brazil, Australia, India and China, has great growth potential and will become more important to the group going forward.

“We have an ambition to build Chandon to be the third pillar for Moet Hennessy, to join the Hennessy and Moet brands,” he said. “We are the market leader in Champagne, we are the leader in Cognac. With Chandon, we have six wineries, with room for growth in whichever markets we want. There is great room for growth for the brand.”

Navarre noted that the brand-positioning for Chandon differed from the cues claimed by the Champagne category. “Chandon is more casual, more fun,” he said today. “It's about joie de vivre. We have a very multi-cultural brand.

“We want to give our teams autonomy,” he continued. “They need to respect the roots and the DNA of the brand, but they have the freedom to seduce the consumer. I think there is no limit for growth. We are building long-term here. That's the way we build our brands.”

When asked how the Formula One partnership would be utilised, Navarre said: “First, it's very important for the brand's visibility. It will give us the chance to be extremely visible in the countries where we want to develop the brand, such as Asia, Latin America and the US. Then, we have a strong programme of activation made up of a full marketing mix. We really plan to use new ideas. We'll also have a very small team, very entrepreneurial, that will work with the local teams. I don't want bureaucracy, I don't want reports, I want action. Formula One is the perfect partnership for that.”

As well as Chandon, Hennessy and Moet, the group also owns the Ardbeg and Glenmorangie Scotch whisky brands and Belvedere vodka.


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