Why does LVMH get so peeved by the knocked-off pocketbooks for sale on Canal Street or the Champs? After all, they seem dead-set on doing down-marketing damage to their brands all by themselves. Not that Moët had that far to fall, but they've plunged to a new low point with their latest flavor extension at a high price. Moët on Ice. ($58.99 per bottle).
Full disclosure, I've not tasted it.
I am prepared to eat my bubbles if I'm proved wrong and it's actually delicious.
The press release tells me that this is a new 'must-have,' just like a new required seasonal accessory. Really? Pass the cheap Pet'Nats for my summertimebeattheblues bubbles. Or take the $60 and get something like Franck Pascal Sagesse, or Bereche for $18 cheaper, and save yourself the sugar/S02 hangover?
Anyway, formulated (?) for ice cube drinking--take a peek.
Historically, LVMH has never demonstrated a desire to be something for everyone. They are what might be considered an inspirational brand. But when it comes to champagne, one of the few affordable 'luxuries' they have, they seem to insist on embracing the lower-middle class as well as the princes of Versailles--for le connoisseur as well as for the soda slurper. A friend, an ex-director of a luxury brand once told me, LVMH excels on the 'appearance of luxury, hence their vinyl-impregnated bags.' That seems to sum them up. Face cream or Champagne, marketing matters not product.
Hence, those slick soundbytes from the mouth of their director of marketing. Hold on to your refraichoir: "Moët Ice Impérial is a radically new way to drink champagne, and with a single sip, whisks you away to its warm and sunny world,” said Arnaud de Saignes, International Director of Marketing and Communications for Moët & Chandon.
I'd have loved the gig. I could use a well paying one. And, if I had had the writing assignment I would have summoned up the advise from my wise friend Elizabeth in Rome, "Close your eyes and write." Because the whisking away to warm and sunny," could not have been written with eyes wide open.
The frenzy continues! A Beverly Hills store has been so enthused (or despairing) about the bubbled wine that they sent out not one but two promotional emails. $195 gets the starlet or salamander on the beach who wants to look cool and groovy or at least have something to sell at their next yard sale,
2 bottles of the crap
2 Moët goblets
1 Moët ice bucket.
I had one reaction to that: barf.
Psst. Better idea for people on the beach? Gin and tonic. Or the above mentioned Pet'Nats (Grange Tiphane's Rosé Rosa Rosam for one)
To think, $195 could get me three bottles of exceptional austere, non dosé, perfect for summer or a case of low sulfur fizzy pink pet nat or Casa Coste Piane Prosecco.
(Thanks to CC of SM for the heads up.) And...for Samantha's take on this...I offer her post on a visit to a Southern Tasting. As she actually tasted it, poor thing.