While we usually follow LVMH's quarterly results because of fashion houses such as Louis Vuitton and Dior, one important part of the group often remains in the shadows: the Wines & Spirits division. This includes the most legendary names in French wine and spirits, from Dom Pérignon to Moët & Chandon to Hennessy. And it is precisely this division that is the Achilles heel of the entire group this year: in the first quarter of 2025, its sales fell by 9%, making it the weakest link in LVMH. Cognacs recorded the biggest decline, while champagne is holding up slightly better.

When celebrities sell bubbles

How is LVMH responding? Simple: it is starting to market alcohol in the same way as fashion. Dom Pérignon recently launched a new campaign called "Creation is an eternal journey" featuring Tilda Swinton, Zoë Kravitz, Anderson Paak, Iggy Pop, and Takashi Murakami. The result? An aesthetic more reminiscent of a fashion editorial than a classic champagne ad. And it's no exception. Pharrell Williams, the new creative director at Louis Vuitton, has launched a limited edition bottle of Moët & Chandon. Loewe collaborated on the design of a Hennessy edition, and Glenmorangie unveiled a campaign featuring Harrison Ford.

Alcohol as a fashion accessory

While traditional brands such as Bollinger continue to rely on images of bottles and vineyards, LVMH and other players are leveraging fashion, influencers, and runway symbolism. During Paris Fashion Week, Taittinger unveiled an AI-generated campaign that simulated a fashion show with a giant bottle sculpture. Jameson teamed up with Anderson Paak and Awake NY for a merchandise collection. Chivas Regal is collaborating with Scuderia Ferrari, while Australia's Penfolds has teamed up with Nige.

The problem? Alcohol doesn't change

While fashion thrives on constant innovation, alcohol has historically been built on stability—the older, the better. New products are often just more expensive or redesigned versions of existing products. Nevertheless, brands are trying everything they know from fashion marketing. They are churning out limited editions, celebrity collaborations, visuals from fashion photographers, luxury events, and storytelling inspired by haute couture.

At a time when the alcohol market is cooling and America and China in particular are reporting lower demand, brands are looking to fashion for inspiration. But whether this is the answer to a structural problem remains to be seen. Users on Reddit discuss the overpricing of branded bottles in the same way they discuss branded handbags. Those in the know prefer small winemakers and independent distilleries. Others have given up alcohol altogether and are indulging in the mocktail trend. And the rest? Maybe they'll be tempted by the visuals and the name Tilda Swinton. Or maybe not.