moët HENNESSY
Wine & spirits — 2025, Paris, France
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Moët Hennessy sought to develop a consumer-centric offer diversification methodology applicable across its portfolio. The objective was to move beyond labeled products toward lifestyle-driven, culturally relevant offers that reflect evolving consumer expectations, rituals, and modes of consumption.
Services
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Culture development and heritage guardianship
Brand and cultural strategy
Offer diversification ideation and development
Consumer strategy for lifestyle
Product and experience diversification
Interventions
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Development of a consumer-oriented offer diversification methodology
Definition of human-centric principles to guide product and experience creation
Cultural and behavioral analysis of contemporary luxury consumers
Identification of key consumer communities and lifestyle archetypes
Mapping of consumer quests, moments of consumption, and rituals
Translation of brand DNA into lifestyle and usage-based offer frameworks
Structuring of cohesive diversification rules across products, experiences, and content Exploration of non-branded and lifestyle-led offer opportunities
Strategic synthesis to support portfolio-wide application and scalability