Moët Hennessy Global Travel Retail has initiated the strategic expansion of prestige nightlife icon Armand de Brignac Champagne – the universal symbol of success and celebration – in the Travel Retail channel, into a selection of highly influential locations.

Supported by major instore visibility and activations at key airports, the renewed amplification of the highly popular champagne further sharpens Moët Hennessy’s luxury focus while adding fresh momentum behind consumer recruitment into the Prestige Champagne category, capitalizing on Armand de Brignac’s success in the high energy channel.

With its striking look and natural appeal to a global and diverse luxury consumer, Armand de Brignac has brought unprecedented innovation and energy to the Champagne category since 2006. It has been a worldwide success, beloved by musicians and sportspeople, with a strong presence in the United States, China and party hotspots around the world. It gained further momentum in 2021 when Moët Hennessy announced a partnership with its owner Shawn ‘Jay Z’ Carter through the acquisition of a 50% stake in the brand.

The newest jewel in the crown of Moët Hennessy’s unrivalled Prestige Champagne portfolio, Armand de Brignac combines timeless quality and craftsmanship with an identity built on contemporary notions of success, status and consumer-centricity that have made it a modern icon.

The portfolio selected by Moët Hennessy for the Travel Retail channel focuses on a core range of the two most iconic expressions of Armand de Brignac:

Brut Gold (75cl and Magnum): Blended from a trio of vintages from some of the most lauded terroirs in the region, resulting in a prestige cuvée that expresses vibrant fresh fruit character and layers of complexity. Housed in the unmistakeable golden bottle – a symbol of contemporary luxury.

Brut Rosé (75cl): Crafted with Pinot Noir from old vines, planted in the Montagne de Reims, that produce fruit with powerful flavor intensity. The resulting cuvée features bright, fresh layers of red fruits, complemented by hints of baked pastry aromas.

In very select locations the range will be extended with the Blancs de Blancs.

With a focus on exclusivity, Armand de Brignac will be rolled out across a selection of the most influential global locations in travel retail, powered by a striking retail concept which combines classic French luxury with Armand de Brignac’s trademark energy and bold luxury identity.

The concept made its avant-première at Paris Charles de Gaulle Airport Terminal 2AC Paris Airport with Lagardère Travel Retail (through the Extime Duty Free joint venture) in November and will be rolled-out in Asia, Americas and Middle East alongside the new luxury retail ‘Les Caves de Champagne’ concept.

Putting the shopper at the centre of the experience, with the bottle as the trophy, the concept delivers a truly immersive and vibrant experience which celebrates success. Lighting and sound effects mirror the atmosphere and dynamism of upscale bars and clubs where Armand de Brignac has been embraced by the new establishment.

Laurent Boidevezi, President Moët Hennessy Asia Pacific, Travel Retail & Private Sales: “Our mission is to elevate travellers’ journeys into memorable experiences, with an unequivocal emphasis on the ‘consumer first’. By strategically amplifying the presence of Armand de Brignac in the channel, we aim at recruiting a new generation of luxury travelling consumers, who recognize the brand from its iconic status in the nightlife channel and who resonate with its symbolism of success; consumers who are driven and ambitious; who work hard and play hard; who value exclusive experiences.”