Will the Russian elites be left without Moët et Chandon, Veuve Cliquot and Dom Perignon? It is possible that the LVMH group carries out its threat to stop the champagne exports in response to the new law of the Russian president Vladimir Putin baptizing “Champagne” Russian sparkling wines and calls champagne… sparkling wine.
In fact, the new law stipulates that only Russian sparkling wines will now be called champagne, while real French champagne will henceforth be called sparkling wine.
The Russian subsidiary of the French group LVMH, which makes the famous champagnes Moët et Chandon, Veuve Cliquot and Dom Perignon, has already warned its local partners that it is responding to the new law by stopping shipments to Russia.
The term “champagne” is a designation of origin which France passionately defends, recalling that champagne must come from a specific region of Campania to be entitled to be called “champagne”.
This decision will not cause an earthquake in the market, says the Russian expert in the field Vadin Drombiz, reminding that the LVMH group has a rather limited market share in Russia and is convinced that Russian customers will find equal alternative products.
“There will be no more coups or suicides among the Russian elite simply because they will no longer find Moët,” he said.
Anna Chernisova, a market consultant who does not share his view, wonders about the purpose of the new law.
“My phone has not stopped ringing, my customers are trying to see what they are going to do,” said Chernisova, one of whose professional activities is helping customers set up cellars with exceptional bottles.
“How will they retreat? “Many political officials love these champagnes,” he said, wondering what the target of the Russian parliament might be.
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