Dan Murphy's battles Moet shortage

Shortages of the world’s most valuable champagne brand, Moet et Chandon, have been reported at Dan Murphy’s stores.

“Shoppers heading into their local Dan Murphy’s for a bottle of Moet champagne or vintage Dom Perignon are likely to be walking out empty-handed after a feud between Woolworths and the world’s leading owner of luxury brands, French conglomerate Louis Vuitton Moet Hennessy, spilt into the aisles,” The Australian said.

“Woolworths is embroiled in a protracted price battle with LVMH over the French luxury goods giant’s stable of best-selling liquor brands that has resulted in Australia’s biggest supermarket and liquor retailer running almost dry of supplies of Moet, Chandon, Krug, Dom Perignon, Glenmorangie whisky and Cape Mentelle wine.”

Moet’s share of the champagne market in Australia is around 40%. The shortage comes as champagne sales in Australia return to growth after large falls last year.

Champagne and sparkling wine sales have surged in Australia during COVID-19, as consumers treat themselves to affordable luxuries.

IRI reports that the total Sparkling category, inclusive of Champagne, has experienced nearly 5% value growth for the last 12 months, with growth accelerating greatly in the last few months. For the quarter ending May 31, the category has seen 9.4% growth compared to last year.

Champagne is driving growth, with value up more than 13% for the quarter compared to last year. Sparkling, which accounts for 66.5% of the segment, is also seeing growth, up 2%.

The Australian also reports Dan Murphy’s has been forced to take down key LVMH brands from its website, as it is now unable to fill consumer purchases.

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The World’s Most Valuable Champagne & Wine Brand

Moët et Chandon (brand value $US1.4 billion) claimed the title of the world’s most valuable champagne & wine brand in Brand Finance’s inaugural ranking.

“As one of the largest and oldest champagne producers in the world, the Moët et Chandon brand is instantly recognisable as a prestigious luxury item – aided by its association with LVMH – and a staple in popular culture, recently celebrating its 29th anniversary as the official champagne of the Golden Globes,” Brand Finance said.

Moët et Chandon is also the world’s strongest champagne & wine brand with a Brand Strength Index (BSI) score of 79.0 out of 100 and a corresponding AA+ brand strength rating.

As the leading Champagne brand in the industry, Moët et Chandon has enjoyed an improved financial performance and brand equity score this year, also remaining a firm favourite amongst consumers, scoring highly for customer recommendation and consideration. Over the last year, the brand has worked hard at remaining accessible by focusing on charitable endeavours, sponsoring high-profile events, and most recently launching a social media campaign highlighting its sustainable ingredients and heritage.

Champagne & Wine Top 10