Ruinart Champagne
A number of Moët Hennessy’s properties, including Champagne hillsides, houses and cellars, have been added to the UNESCO World Heritage List.
The sites selected are being noted for their value to the global population, and will be protected and preserved. For the wine and spirits division of LVMH, this helps to reinforce their position in society beyond products.
Preserving heritage
Included inscribed properties are the Moët & Chandon cellars on the Avenue de Champagne in Épernay, France, as well as the brand’s gardens and reception area at the Orangerie on the Avenue de Champagne.
Dom Perignon’s headquarters on the hills, Abbey Saint Pierre d'Hautvillers, is included, as are Veuve Clicquot and Ruinart’s cellars in Reims, France under Saint-Nicaise hill.
Moët & Chandon's event space at L'Orangerie
Christophe Navarre, chairman and CEO of Moët Hennessy, said in a brand statement, "Combining tradition and innovation, Moët Hennessy Maisons have developed their wines, human, architectural and industrial heritage over hundreds of years. They provide a unique testimony to the living tradition of Champagne and an outstanding universal dimension."
This is news that Moët Hennessy can use in future marketing communications, much like other brands have done.
Hotel chain Four Seasons is highlighting its environmentally-conscious and socially-responsible properties via targeted newsletter and digital magazine articles to loyal guests.
Four Seasons hyped its properties promoted by the United Nations Educational, Scientific and Cultural Organization by calling consumers’ attention to activities such as SCUBA diving, hiking and supporting important causes. Bringing attention to the socially-responsible properties will likely increase the brand’s values in the eyes of its target consumers (see story).