19. MOËT & CHANDON
It’s important for the market leader in champagne to keep generating interest in the category through its marketing initiatives, striving to improve quality and by innovating. Moët & Chandon scores well judged by any of these criteria. The brand was busy in 2016 introducing the first global Moët Day on June 11, the culmination of the house’s Now Campaign, which was launched in late 2015, “to bring the brand to life in a way that is modern, fresh and vibrant”.
The date relates to the first F1 champagne spray by Le Mans winner Dan Gurney on that day in 1967, when he celebrated his win by spraying his trophy Jeroboam of Moët & Chandon. So was born a dubious practice every F1 podium winner feels duty bound to follow. Personally I’d rather drink it, as Moët Brut Impérial in magnum always seems a notable step up in quality, freshness and depth of flavour.
June 11 was also used to bring attention to Moët’s new Ice Impérial Rosé, a pink partner to Blanc Ice Impérial launched a few years ago. Moët hasn’t forgotten its serious credentials launching Grand Vintage Blanc and Rosé 2008, the white reminiscent for head winemaker Benoît Gouez of the great 1988 vintage, in that it’s fresh, linear and focused. A wine with a long future.
