LVMH bets on no-low with French Bloom

LVMH’s Wines and Spirits division recently announced its acquisition of a stake in de-alcoholized sparkling wine brand French Bloom, underlining the growing popularity of alcohol-free drinks. We love these chic, healthy bubbles!

Alcohol-free on the rise

This strategic acquisition, representing around 30% of the brand, illustrates not only Moët Hennessy’s desire to broaden its portfolio, but also its commitment to capturing a customer base that is increasingly concerned about its health and well-being. Philippe Schaus, CEO of Moët Hennessy, says the collaboration “is in line with the company’s key strategic initiatives” to offer exceptional alcohol-free alternatives.

By integrating French Bloom, Moët Hennessy is cleverly positioning itself in a fast-growing market, which generated nearly $11 billion in 2022 and is set to continue its momentum with projected annual growth of +7% by 2026. The growing interest in no-low is echoed in current trends, where many establishments, such as the Hôtel de Crillon, are committed to offering alcohol-free dining experiences. This shift responds to the demand of new generations for healthier, more ethical choices.

French Bloom, luxury without compromise

Launched in 2019 by model Constance Jablonski and Maggie Frerejean-Taittinger, French Bloom stands out for its high-end positioning. The brand offers cuvées made from organic French Chardonnay and Pinot Noir wines, subjected to a meticulous dealcoholization protocol. With references such as Le Blanc, Le Rosé and La Cuvée Vintage Blanc de Blancs, French Bloom is more than just an alcohol-free alternative: it redefines the codes of effervescence by offering refined, elegant products.

French Bloom has already won the title of “World’s Best Alcohol-Free Sparkling” at the World’s Best Sparkling Wine Awards in 2022 and 2023, confirming its status as an innovator in the field. Consumers looking for luxury and sophistication can now turn to this brand, without compromising their consumption choices. Maggie Frerejean-Taittinger points out that the brand appeals to a varied public, particularly 21-45 year-olds, keen to reduce their alcohol consumption while preserving their social life. With 500,000 bottles sold this year, French Bloom successfully combines luxury and affordability, with prices up to €109 for its top-of-the-range cuvées.

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