Luxury Daily
The authority in luxury news.
Dec. 18, 2024
  1. Desirability, operational efficiency key to luxury brand growth: Accenture
  2. Dior shares holiday retail activations inspired by Cruise 2025
  3. Luxury Unfiltered: Reclaiming luxury leadership when client expectations shift
  4. Bentley Home expands footprint in Saudi Arabia
  5. World's largest RH gallery opens in Newport Beach
  6. Cipriani Residences Miami launches home decor collection
  7. New Jersey, Florida top list of luxury vacation home hotspots: Pacaso
  8. Magic, melody guide holiday campaign from Cartier
  9. Saint Laurent presents ‘As Time Goes By’
  10. Luxury Unfiltered: When brands fall spectacularly short on client service
Comment
  • Email
  • Print
  • Reprints
  • ARTICLE TOOLS SPONSOR

Food and beverage

Moët Hennessy opens first-ever cocktail bar

June 26, 2023

Marrying hospitality, luxury imbibement and cultural appreciation for the conglomerate’s home nation, the venture is an immersive show of identity. Image credit: Moët Hennessy/Vincent Leroux Marrying hospitality and luxury liqueurs, the venture stands as an immersive show of identity. Image credit: Moët Hennessy/Vincent Leroux

 

By Emily Iris Degn

LVMH’s wine and spirits division Moët Hennessy is announcing a new space in a culture-centric locale.

Putting a distinctively French sense of art de vivre at its heart, the company is opening CRAVAN, a cocktail venue encompassing five floors, three bars and among other things, a specialty Rizzoli bookstore. Marrying hospitality, luxury spirits and cultural appreciation for the conglomerate’s home nation, the venture stands as an immersive show of identity.

“It is with great pride that we open today the doors of CRAVAN, bringing to life Moët Hennessy’s mission: crafting experiences,” said Philippe Schaus, chairman and CEO of Moët Hennessy, in a statement.

“I am delighted to start welcoming our guests at the heart of the historical literary neighborhood of Saint-Germain-des-Prés, inviting them to step into the unique and singular universe of CRAVAN,” Mr. Schaus said. “Celebrating epicureanism through a sustainable, lasting and inspired approach of hospitality, CRAVAN is a strategic milestone in Moët Hennessy’s ambition to lead the future of luxury wines and spirits.”

Culture and cocktails
Though CRAVAN is a first for the group, the strong dose of experiential marketing at play is an aspect of business that Moët Hennessy is well practiced in.

Often grounding touchpoints in national pride and a French ethos (see story), this venue is true to form.

Located on Boulevard Saint-Germain, CRAVAN is housed in a 17th-century building based in Paris, spread across five floors. Inherently historic, the space was modernized by Belgian designer Ramy Fischler.

Large windows bring in natural light to the comfortable seating areas, showing off the modern city from the centuries-old establishment. Image credit: Moët Hennessy/Vincent Leroux Large windows bring in natural light to the comfortable seating areas, showcasing the modern city from the centuries-old establishment. Image credit: Moët Hennessy/Vincent Leroux

Throughout multiple levels, guests can enjoy three cocktail bars, and aesthetics influenced by various genres of art, including cinema, fashion and literature.

The written word is an especially strong player, brought forward by the in-house Rizzoli bookstore, curated by the venue itself. A “Library Room” boasts views of the romantic city streets below, shelves of gold-lettered novels and comfortable seating upon which to enjoy LVMH beverages.

CRAVAN founder and artistic director Franck Audoux pours his restauranteur and cocktail expertise into the trio of bars within, partnering with Moët Hennessy to jointly concoct a scene tailored specifically to capture the artistic culture of The City of Light.

Each bar serves drinks made with LVMH products such as Ruinart Brut, mixed with basil flowers for the "Royal Basil," and Cognac Hennessy VS, which with cider cordial is called "Look for noon," offered on the third-floor bar. Culinary pairings are also available, ranging from mushroom and glasswort tempura to lemon meringue pie for something sweet.

The CRAVAN-curated bookshop within the five-floored building odes the neighborhood in which it sits. Image credit: Moët Hennessy/Vincent Leroux The CRAVAN-curated bookshop within the five-floored building odes the neighborhood in which it sits. Image credit: Moët Hennessy/Vincent Leroux

On the top floor, an exclusive atelier welcomes visitors by invitation only.

Cinema shines above this level, as on the roof there is a miniature Parisian kiosk where films are shown in the summertime at nightfall.

Built with evenings in mind, CRAVAN is open Tuesday through Saturday from 5 p.m. to 2 a.m. local time.

 
LATEST HEADLINES
MOST POPULAR
  1. Desirability, operational efficiency key to luxury brand growth: Accenture
  2. Dior shares holiday retail activations inspired by Cruise 2025
  3. Luxury Unfiltered: Reclaiming luxury leadership when client expectations shift
  4. Bentley Home expands footprint in Saudi Arabia
  5. World's largest RH gallery opens in Newport Beach
  6. Cipriani Residences Miami launches home decor collection
  7. New Jersey, Florida top list of luxury vacation home hotspots: Pacaso
  8. Magic, melody guide holiday campaign from Cartier
  9. Saint Laurent presents ‘As Time Goes By’
  10. Luxury Unfiltered: When brands fall spectacularly short on client service
VIDEOS
More Videos

MORE IN Food and beverage
Diageo unlocks Fusion Partnership Lab applications
The Macallan pushes anniversary collection at JFK, SFO airports
Ferrari, Chivas Regal forge multiyear partnership
Erewhon to pilot pop-up juice bar in Las Vegas during F1 weekend
‘Shifting consumer mindsets are set to enable longer-term premiumization’: report
Luxury brands losing ground with younger audiences: Bain



RECENT ARTICLES
Boucheron debuts first Las Vegas boutique
Desirability, operational efficiency key to luxury brand growth: Accenture
Follow @LuxuryDaily for the latest in luxury news

Dior shares holiday retail activations inspired by Cruise 2025
World’s largest RH gallery opens in Newport Beach
Bentley Home expands footprint in Saudi Arabia