Moet & Chandon

Moet & Chandon

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Moet & Chandon is flexing its movie-related muscles by tying up with the forthcoming film Sex and the City 2.

The Champagne house, owned by French luxury goods group LVMH, confirmed yesterday (12 April) that it will be the official Champagne for the film, which will be released globally on 27 May.

The Champagne brand will be the subject of “Champagne and Cinema” advance movie screenings around the US, as well as a consumer–focused “Lucky Bubble” sweepstakes, where every glass of Moet ordered gives consumers the chance to win a free ticket to see the film or win other prizes. There will also be on- and off-trade programming supporting the promotional partnership, character cocktail programming, and both print and out of home advertising.

Financial details behind the tie-up were not disclosed.

The brand has long associated itself with film. A year ago, actor Scarlett Johansson was signed up to be Moet & Chandon's latest  'muse'.

Earlier today, Moet & Chandon's parent company, LVMH, reported a rebound in Champagne and Cognac sales in the first quarter of 2010. Like-for-like sales at the firm's wine & spirits division rose by 20% for the three months to the end of March.