LVMH takes majority stake in Château Minuty

Moët Hennessy has completed a majority stake acquisition in Château Minuty, a iconic producer of Provence rosé. This move is part of the group's strategy to bolster its position in the premium rosé segment, a category experiencing rapid growth in international markets, while consolidating its existing portfolio in the region. The transaction is structured around a principle of managerial continuity, with the founding family remaining at the helm of the estate's management and direction. This approach ensures operational stability, preserves the historical know-how, and maintains the brand's identity, while providing access to broader development opportunities. The strategic rationale behind this acquisition is based on several complementary axes. Firstly, it accelerates the international development of Château Minuty, particularly in the Asian and North American markets, where demand for Provence rosé is experiencing significant growth. Secondly, it consolidates Moët Hennessy's existing Provence hub, which is structured around several estates, enabling synergies in distribution, range positioning, and overall category visibility. The acquisition also leverages the alignment of commercial channels, with enhanced export capabilities and better integration into the group's global networks. The discussions between the parties were lengthy, reflecting the strategic importance of the asset and the desire to build a long-term joint project. This gradual integration aims to strengthen Minuty's international presence while preserving its unique identity and Provençal roots. By joining forces with Moët Hennessy, Château Minuty is well-positioned to capitalize on the growing demand for premium rosé, while maintaining its commitment to quality, heritage, and terroir.

The acquisition of Château Minuty is part of the growth strategy of LVMH, which already has several external growth operations under its belt, notably Tiffany & Co in 2020.