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LVMH 2025 • Wines & Spirits
and confirmed the upmarket strategy of its portfolio .
Napa Valley icon Joseph Phelps continued to
strengthen its position in the United States with a
second “ Your Invitation to Acquire ” campaign and the
launch of its Insignia 2022 vintage . Ao Yun strength -
ened its position as the best red wine produced in
China with the launch of its 2021 vintage .
Hennessy celebrated its 260
th
anniversary . The Maison
raised its profile through collaborations with its pow -
erful cultural ambassadors , as seen in the outstanding
success of its “ The Second Decision ” campaign fea -
turing LeBron James . However , the situation remained
challenging in its two main markets – the United
States and China – which were also held back by the
introduction of new customs restrictions . In South
Africa , Hennessy maintained its positive momentum ,
driven by a new chapter of the “ Made for More ” cam -
paign . In 2025 , the Maison stepped up its environmen -
tal and social commitments – a key component of its
pursuit of excellence – with progress in the Living
Landscapes program , the rollout of positive impact
initiatives via Living Communities and the renewal of
its main international certifications .
Glenmorangie launched “ Once Upon a Time in
Scotland ” , a major marketing campaign featuring leg -
endary actor Harrison Ford . Ardbeg opened Ardbeg
House on the Isle of Islay a magnificent setting offer
ing an immersive experience of the brand s unique
atmosphere Belvedere vodka continued to ramp up
its innovative momentum with the release of Belvedere
Dirty Brew a new blend crafted with certified organic
coffee Luxury vodka Belvedere 10 confirmed its lead
ership Eminente rum ramped up its growth in Europe
fueled by the launch of Carta Oro
2026
OUTLOOK
The Wines and Spirits business group
is approaching 2026 with the same
determination it showed in 2025 , and
will continue to invest in its Maisons and
affirm its leadership in its key categories :
cognac , champagnes , single malt whiskies
and Provence rosé wines . Conscious of
the potential challenges on the horizon –
as exemplified by tariffs in the United
States anti dumping measures in China
and unfavorable exchange rates the
Maisons will take a pragmatic approach
and focus on strengthening their
fundamentals their unique expertise
the exceptional quality of their products
the strength of their distribution networks
and the desirability of their brands
OUR MAISONS
TAKE ACTION
—
BELVEDERE ’ S AGRICULTURAL
TRANSITION
In 2025 more than 92 of Belvedere vodka
volumes were crafted from organic certified rye
grown exclusively in Poland on nearly 4 000 hec
tares of certified farmland Organic certification
requires natural fertilizers and crop rotation
practices that improve soil structure and help
prevent erosion
1 . Moët & Chandon
2 . Veuve Clicquot
3 . Krug
4 . Ardbeg
5 . Hennessy
6 . Belvedere
7 . Château Galoupet
8 . Eminente
9 . Glenmorangie