Unhedged Behind the Money: Inside Moët Hennessy’s crisis
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Jun 19, 2025 
Adrienne Klasa, the Financial Times' Paris correspondent and luxury business expert, unpacks Moët Hennessy's recent troubles in the luxury market. She reveals how strategic missteps and demographic shifts have turned a cash cow into a struggling brand. The discussion dives into the impact of rising prices and leadership changes, plus the effect of U.S.-EU tariff disputes on luxury sales. Klasa offers insights on whether Moët Hennessy can recover and the broader implications for LVMH as it navigates a complex economic landscape.
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LVMH's Olympic Showcase
- Adrienne Klasa noticed that LVMH brands were heavily featured in the Paris Olympics, dominating VIP bars with Moet Hennessy beverages.
- This visible presence contrasted with behind-the-scenes struggles within the company during the event.
Moet Hennessy: LVMH’s Cash Cow
- Moet Hennessy acted as a cash cow funding LVMH's other acquisitions for decades, providing financial stability.
- Sales volatility in luxury alcohol is less extreme than in fashion, making it a strategic growth engine.
Pandemic Luxury Boom Explained
- During the pandemic, luxury goods and alcohol sales exploded due to consumers shopping at home with extra savings.
- This growth was temporary and unsustainable in the long term, posing challenges as normalcy returned.