Moët Hennessy has acquired a minority holding in alcohol-free sparkling wine business French Bloom.
Co-founded three years ago by Maggie Frerejean-Taittinger and model & entrepreneur Constance Jablonski, the brand uses a “manual” dealcoholisation process on Chardonnay and Pinot Noir from France’s Languedoc region. The start-up’s portfolio comprises Le Blanc (SRP in the US of around US$39), Le Rosé (US SRP of around $44) and La Cuvée Vintage Blanc de Blancs ($119 for the 2022 vintage).
This week’s transaction, the size and cost of which were not disclosed, prompted the brand owner’s CEO to claim Moët Hennessy will now in a position to “craft the future of this category”. Further details about plans for the brand, which sells currently in around 30 markets, were also not shared.
“This investment aligns with Moët Hennessy’s key strategic initiatives, demonstrating our commitment to offering high-quality alcohol-free choices to consumers who moderate their alcohol intake,” said Moët Hennessy CEO Philippe Schaus. “We are confident that our expertise in wines and spirits, combined with French Bloom team’s exceptional innovation and visionary leadership, will enable us to craft the future of this category.”
Frerejean-Taittinger added: “When Constance Jablonski and I first began developing French Bloom, we were unwavering in our belief that the essence of a fine wine lies in … the complexity of its flavour profile, and the experience it delivers. And that alcohol could be secondary.
“Today, we’ve found in Moët Hennessy a partner who shares in our vision for the future of alcohol-free sparkling wines.”
Frerejean-Taittinger’s husband, Rodolphe, co-founded Champagne Frerejean Frères with his brothers in 2005.
Two months ago, Moët Hennessy partnered with US singer Beyoncé Knowles-Carter to launch the new-to-market SirDavis American whiskey worldwide.
