How Moët Hennessy India firmed TG connect with experiential events, organic PR & digital

Established in 1987, LVMH Moët Hennessy Louis Vuitton (LVMH) is a French multinational conglomerate specializing in luxury goods. It was formed through the merger of Moët Hennessy in 1971, itself a combination of Moët & Chandon (founded 1743) and Hennessy (founded 1765). Moët Hennessy, the Wines and Spirits Division of LVMH, is renowned globally. LVMH includes the iconic Louis Vuitton fashion house (founded 1854). In April 2023, LVMH became the first European company to surpass $500 billion in valuation and ranked 47th in the Forbes Global 2000 in 2023. Headquarters are in Paris.

In an exclusive conversation with Adgully, Smriti Sekhsaria, Marketing Director, Moët Hennessy India, shares intriguing insights into the luxury brand’s marketing strategies and challenges in a dynamic market. From adapting to evolving consumer behaviours to carving a niche in a dark spirits-dominated landscape, Sekhsaria unveils the innovative approaches employed by Moët Hennessy India. She also reveals the secret behind upholding luxury values amidst changing times, and offers a compelling perspective on the enduring importance of heritage in luxury branding.

How has the shift from at-home drinking being a trend to a behaviour impacted your marketing strategies at Moët Hennessy India?

With the changing consumer habits towards at-home consumption, especially during the pandemic, we at Moët Hennessy India have had to adapt our approach to cater to this new reality. 

During the pandemic, with the rise of home chefs, bakers, and ‘pantry mixologists’, leading to a surge in premium product consumption at home. This shift prompted us to introduce limited-edition craft-mixers in collaboration with Svami, enhancing the at-home consumption experience.

Even currently, consumer research revealed that consumption occasionality for premium+ spirits is going strong for at home socializing wherein whisky consumption is over-indexed for at home celebrations. Thus, Glenmorangie focused on celebrating drinking your most cherished whisky in the company of close friends, around a living room coffee table, on a couch. This led to creation of ‘Delicious Living’ – a design first series of couches and living room accessories to celebrate the consumer’s drinking occasion at home.

With our sparkling wine, Chandon, we gifted consumers a pair of flutes to elevate their at home drinking occasion.

Understanding current occasions and building on future occasions will continue to be focused on how Moet Hennessy crafts experiences for its consumers in unique, relevant and memorable ways.

What are the unique challenges you face marketing your products in a market predominantly dominated by dark spirits, and how do you differentiate your brands?

In a very large sector, Moet Hennessy focuses on a small segment of the market – we are a luxury wines and spirits player – and find ways to display craftsmanship of products and experiences alike.

Over the last few years, Indian luxury W&S market has premiumized. This aligns very well with our portfolio of prestigious brands like Dom Pérignon, Moët & Chandon, Belvedere, Hennessy and Glenmorangie, to name a few. However, we are also constantly adapting our offerings and campaigns to cater to the evolving preferences of the new generation of luxury consumers, who are more inclined towards innovation and authenticity.

India is considered a “dark market” for alcohol advertising, where traditional marketing channels such as TV & print are heavily regulated and restricted. This poses a significant challenge for us in building brand awareness and driving consumer engagement. To overcome this, we have had to be creative in our approach, focusing more on experiential events, organic PR and digital and strategic partnerships to reach our target audience.

Moet Hennessy was one of the first global players to invest in India to create a world-class winery in Nashik with Chandon, our award winning sparkling wine. By investing in local production and showcasing the quality and craftsmanship in India, we are able to resonate with the growing pride and aspirations of the Indian consumer.

Lastly, to create meaningful long lasting connections with our consumers, we have placed a strong emphasis on immersive experiential marketing initiatives. The “Delicious Design Project” is testament to that and pays homage to India’s rich cultural heritage, while amplifying the Glenmorangie campaign that infuses vibrancy and color to appeal to the new age whisky drinkers. The launch of our first ever red still wine Chandon Aurva was also a strategic move and we made sure to showcase our commitment to innovation and craftsmanship through the launch event which was thoughtfully curated to reiterate the inspiration our winemaker took from the soil and produce of Nashik – Aurva, meaning “Of the Earth” in Sanskrit, is in fact made of the earth.

Given the restrictive environment in India, what innovative strategies have you employed, such as experiential marketing, storytelling, and community engagement, to effectively reach your target audience?

Experiential Marketing: To capture India’s growing audience, Glenmorangie adopted an experiential marketing strategy with an India-centric narrative – “The Delicious Design Project”. The Delicious Design Project drew in a new generation of Indian consumers with the power to splurge - the New Maharajas, into the delicious and wonderful whisky moments with Glenmorangie. The campaign re-imagined the cultural nuances of India via a whimsical sonic-visual series created in partnership with Indian-American artist extraordinaire Karsh Kale as ‘Wondermaker. Building on this success and narrowing in on the at-home consumption moment, we launched ‘Delicious Living’ with design mavericks Shivan & Narresh. To cater to our TG and capture the at-home consumption space, we devised  a design first creator strategy to drive disruptive visibility And recall. We went on to curate several touchpoints to engage with our audiences - including the Delicious Living launch event wherein we teleported 300+ designers and luxury connoisseurs, along with their 20M+ social media audience to Glenmorangie’s Delicious Living Room. We crafted Rivaayat in collaboration with Travel + Leisure and the new age maharajas across India. These intimate dinners celebrated Glenmorangie’s Delicious Living collection, as guests of the royal families of Bhanjdeo, Kathiwad and Scindia savored the spirit.

The launch of Chandon Aurva at the India Art Fair is also a testament to this approach. By creating an immersive experience that surpasses the traditional boundaries of wine tasting, we sought to connect with consumers on a deeper level. The fair, renowned for showcasing the diversity and creativity of the art world, provided an ideal backdrop for Aurva's unveiling. Here, amidst masterpieces by Indian artists, wine enthusiasts had the opportunity to engage with Chandon’s latest creation in a setting that celebrated both craftsmanship and creativity.

Another notable example of our experiential marketing efforts is the innovative and avant-garde culinary series ‘The Pursuit of Smoke’ by Moët Hennessy’s Islay Single Malt Ardbeg. At the heart of this cutting-edge dining experience was an immersive art piece, brought to life via the captivating medium of projection mapping, transporting guests to the mystical world of Ardbeg via an animation video projected directly onto their dining tables. Following the projection, the culinary adventure continued with a multi-course dinner of meticulously crafted, smoky dishes harmoniously paired with Ardbeg cocktails designed to complement its flavours and aromas. This exclusive event brought together connoisseurs of fine spirits for an evening of refined indulgence, showcasing the exceptional quality of Ardbeg while fostering a sense of community among the guests.

Storytelling: Storytelling plays a pivotal role in our marketing strategy, allowing us to communicate the heritage, craftsmanship, and values of our brands in a compelling and authentic manner. By weaving narratives that resonate with the cultural ethos of India, we connect with consumers on an emotional level, creating a sense of authenticity and relatability. Our storytelling approach aims to captivate audiences, build brand affinity, and differentiate our products in a competitive market.

Community Engagement: In keeping with Ardbeg tradition, we hosted Ardbeg Day celebrations on May 31st for the very first time in India. Ardbeg Day is a global celebration of all things Ardbeg. Annually, we host like minded Ardbeg enthusiasts at the distillery for the unveiling of our limited edition release for the year. This year, we bought Ardbeg’s Dark Circus to Mumbai International Airport for the first-ever Ardbeg Day celebrations in the country, and first ever travel retail celebrations globally. Through the month of June, whisky fans traveling via Mumbai International Airport experienced an offbeat and smoky Ardbeggian take on the circus, through outlandish games and an extravaganza of peaty delights. Ardbeg has a strong base of loyalists in India, and we are delighted to bring to them a wonderful flavour adventure with Spectacular.

With our luxury vodka, Belvedere, we created ‘A night with Belvedere’, our on-trade programme which crosses the most coveted party locations, across 4 cities. For one night, consumers immersed themselves in a global party destination vibe, sipping on Belvedere cocktails.

How do you uphold the core values and principles of luxury that define the Moët Hennessy brand in your marketing efforts?

Moet Hennessy is committed to preserving the heritage and excellence that define our brand while innovating to stay relevant in a dynamic market. Our approach centers around several key pillars:

• Heritage and Craftsmanship: We emphasize the rich history and unparalleled craftsmanship of our brands. Through storytelling and content creation, we bring to life the meticulous processes and the passionate artisans behind each bottle. This not only educates our audience but also instills a sense of reverence and admiration for the legacy of Moët Hennessy.
• Exclusivity and Prestige: Our marketing strategies are designed to reinforce the exclusivity and prestige associated with our products. We achieve this by curating bespoke experiences, limited-edition releases, and collaborations with other luxury brands. These initiatives create the rarity and desirability which is  expected by our discerning clientele.
• Excellence and Innovation: While we honor our traditions, we are also at the forefront of innovation. This dual focus ensures that our marketing campaigns like Delicious Design Project for our single malt - Glenmorangie, resonates with both loyal connoisseurs and a engages a new generation of luxury consumers
• Sustainability and Responsibility: We recognize the growing importance of sustainability in the luxury sector. Our marketing reflects our commitment to environmental stewardship and responsible practices. One of our key initiatives has been the development and improvement of the Chandon winery in Nashik, India. We have made significant investments in sustainability measures such as the elimination of herbicides, installation of a solar energy system providing 60% of our energy needs, and the implementation of a new water treatment system at the winery. These practices aim to reduce our environmental footprint and promote eco-friendly production processes.
• Consumer-Centric Approach: Understanding our consumers’ lifestyles and preferences allows us to tailor our marketing efforts to their aspirations. Personalized group discussions, trade dinners, unique events, and bringing of exclusive global activities in India, are just a few ways we ensure that our consumers feel valued and connected to the Moët Hennessy India family.

In essence, our marketing is based on a tight tension between tradition and modernity, exclusivity and accessibility, all while maintaining the uncompromising craftsmanship that Moët Hennessy India is known for.

In your opinion, how important is heritage in luxury branding, especially when comparing new luxury brands with established heritage brands like Moët Hennessy?

Heritage brands like ours, possess a deep-rooted legacy that spans generations, embodying a rich history of craftsmanship, excellence, and tradition across all our brands. The narrative of heritage brands is built on a foundation of time-tested quality and a commitment to maintaining the highest standards, which fosters trust and loyalty among consumers.

Consumers of luxury products often seek more than just the product itself; they desire the story, the tradition, and the assurance of quality that a heritage brand like ours’ offers.