The VinePair Podcast: The Cynicism Behind LVMH’s French Bloom Acquisition
Another day, another non-alcoholic (NA) brand acquisition. This time it’s LVMH, and it just bought a 30 percent stake in a rather expensive line of NA French sparkling wines that include a “2022 vintage cuvée” that retails for $119 a bottle. Better yet, the grapes used aren’t even from the Champagne region. Are these wines just for people who want to performatively be sober? Is there an actual demand for pricey booze-free bubbles? Or is this just a PR move by LVMH to show that it’s tapped into the growing NA market?
On this episode of the “VinePair Podcast,” Adam, Joanna, and Zach talk about LVMH’s recent minority investment in the shockingly expensive French Bloom line of non-alcoholic French sparkling wines; who the market for $100-plus non-alcoholic sparkling wine even is; and why LVMH doesn’t want to enter this category with its own brands. Tune in for more.
Joanna is reading: Blood, Wine, and Ziti: The Starring Role of Food and Drinks in ‘The Sopranos’
Adam is reading: Are Airports About to Start Restricting Your Drinks?
Zach is drinking: When Did Wasabi Become Iceland’s Hottest Cocktail Ingredient?
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