LVMH Invests in French Bloom Non-Alcoholic Wine

Would you pay $100 for bubbly that does not give you a buzz? 

Moët Hennessy's recent investment in French Bloom, a non-alcoholic sparkling wine brand, signals a reshaping of the non-alcoholic space with premium offerings. Consumers today increasingly seek premium products that align with their lifestyle choices, such as prioritizing health and wellness, reducing alcohol, social workouts, and even cold plunges. A premium non-alcoholic sparkling wine fits this trend exactly.   

Reducing alcohol consumption is a large and rapidly growing trend. Gen Z drinks less than any other generation.

Some reasons are: 

• Health and Wellness Focus: Gen Z places a high value on physical and mental health, with many opting for healthier lifestyles that prioritize fitness, mindfulness, and nutrition. This has led to a decline in alcohol consumption as part of their overall wellness goals. More people are training for marathons than doing bar crawls.

• Expense of Drinking: Purchasing Alcohol, and nights out, can be costly. $18 cocktails and Ubers add up. Many Gen Zers are willing to save drinking money to spend elsewhere. 

• Shifting Social Norms: Unlike previous generations, for whom alcohol consumption was more central to social gatherings, Gen Z is creating new norms. Many social activities now revolve around exercise, wellness, creativity, or online interactions. 

Of course, a clear marker of this trend is the popularity of run clubs! Gen Zers across the country are trading Friday night beers for Saturday morning long runs and lattes.

Many people I know joke that you're more likely to find a girlfriend running or in the checkout line at Trader Joe’s than in a crowded bar. In fact, in the United States, the fastest growing beer brand is Athletic Brewing Company, a non-alcoholic beer! 

However, non-alc products were not considered premium. Many come in cans or small bottles to replicate cheap party drinks like screw-top wine and beer. French Bloom changed this by betting on premium wellness and creating non-alc champagne for “Erewhon shoppers”. LVMH’s investment confirms French Bloom's vision for non-alcoholic beverages as luxury products.

LVMH’s investment is also a hedge against its current beverage portfolio. Champagne sales are down…very down. Few people are celebrating, given a world full of economic troubles, political uncertainty, and two very public foreign wars.  

Importantly, French Bloom is a creator-era brand. The brand was co-created by French model Constance Jablonski, who has over 1M social media followers. Jablonski’s extensive connections in the fashion and beauty world successfully positioned French Bloom as a high-end, non-alcoholic alternative for those who want luxury without compromise. Her partnerships with brands like Guerlain and events at luxury venues such as the Ritz Paris and Beverly Hills Hotel demonstrate how influential individuals can leverage their personal brands to enhance visibility and consumer engagement. 

This trend not only impacts brand awareness but also shifts how wellness products are marketed to consumers.