Moët Hennessy’s new look at luxury

This event report outlines how Moët Hennessy, which manufactures a range of premium alcoholic drinks, is responding to changing beliefs and behaviours around luxury.

Moët Hennessy's new look at luxury

Geoffrey PrecourtWarc

The good news for Moët Hennessy USA: "Luxury still matters."

And, according to Jon Potter, "premiumization" is an inevitable consequence, especially among young consumers: "They're looking to buy more premium products. They're looking for quality. They're looking for discernment."

In August 2016, Potter left his post as Chief Marketing Officer/EVP of Brands at Moët & Hennessy USA to become CMO at the Boston Beer Co. Until that time, since 2012, he'd been charged with searching out the right customer mix for brands like Dom Pérignon, Krug, Moët & Chandon and Veuve...

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