Are LVMH trying to reposition Ardbeg?

[Bert Bruyneel (WDWS)]

Jesper wrote:

Is this the first indication that LVMH is trying to move Ardbeg from a
whisky for connoisseurs
to a high-profile brand for the rich?

 

 

Jesper,

 

I’m afraid yes. Look at what LVMH does with ALL their other products 
 

 

Cheers,

Bert.

 

 

 

  _____  

Van: MALTS-L at RZ.UNI-KARLSRUHE.DE [mailto:MALTS-L at RZ.UNI-KARLSRUHE.DE] Namens
J. Stephen Lure
Verzonden: woensdag 5 juli 2006 15:40
Aan: MALTS-L at LISTS.UNI-KARLSRUHE.DE
Onderwerp: Are LVMH trying to reposition Ardbeg?

 

I’ve just learned that ten bottles of Ardbeg 1965 will be available at
Systembolaget here in
Sweden in December for SEK 27 000 each! (This translates to GBP 2000.)


According to Swedish Ardbeg brand manager Therese Norin at Moët Hennessy,
there will be a hype
around this introduction. It probably means that there will be a lot of PR
activities around the
introduction.


With such a high profile bottling, they can’t risk that any bottles remains
unsold for any
longer period of time. And thus repeat the mistakes of e.g. Glenmorangie
with their 1974
Millennium bottling and Highland Park with their 40-year-old from 1958. They
cost GBP 250 and
GBP 1000 respectively and remained unsold for years. The Glenmorangie even
went on Xmas sale at
LFW for GBP 95 (I snatched two – great whisky by the way).


Five years ago, an Ardbeg Committee bottling cost GBP 100. Then the price
went up to GBP 200 for
an equivalent Islay Festival edition. And this year they got a whopping
price tag of GBP 300!


With a price tag of GBP 2000 for the 1965 edition, it’s pretty clear that
this isn’t a bottle
for their target group – connoisseurs and Committee members, but for the
rich and wealthy.


Is this the first indication that LVMH is trying to move Ardbeg from a
whisky for connoisseurs
to a high-profile brand for the rich?


Cheers,
JESPER

  

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