Louis-Vuitton (LVMH) owned wine producer Château d’Esclans and spirits-focused blockchain marketplace BlockBar have collaborated to launch an NFT edition of the wine maker’s famed Garrus rosé. This marks the first-ever sale of a barrel of Garrus using BlockBar’s innovative leaderboard technology. The NFT represents a quarter barrel of Château d’Esclans 2023 Garrus rosé, equivalent to 200 standard bottles. Made from a vineyard featuring 100-year-old vines and fermented in new-age oak barrels, Garrus is considered the vineyard’s finest wine. Buyers of this exclusive NFT can choose from three bottle sizes: Magnums, Jeroboams, or the massive 1.5-gallon Methuselah. In addition to purchasing the NFT, buyers will also receive a VIP tour of the winery and vineyards in September, accompanied by three guests, where they will have lunch with the winery’s founder or Vice President while having their name etched on a barrel.
The bidding for a portion of the NFT Garrus rosé bottle starts at $22,000 and closes on May 31. In 2019, LVMH acquired a 55% stake in Château d’Esclans, though the exact amount was not disclosed. This move by Louis Vuitton Moet Hennessy (LVMH) into the NFT market is just one of its latest forays into the digital space. In August 2021, the luxury giant introduced Louis: The Game, a free-to-play NFT offering that educated players about the brand and rewarded them with digital assets. CEO Bernard Arnault has emphasized LVMH’s focus on metaverse expansion, highlighting the potential positive impact if done correctly. By June 2023, the company launched its Web3 application-only VIA project, featuring a $41,000 digital chest modeled after the iconic LV trunk called “The Treasure Trunk.” More recently, LVMH collaborated with record producer Pharrell Williams to release an NFT-linked varsity jacket exclusively for VIA NFT holders.
The partnership between BlockBar and Château d’Esclans, a company owned by LVMH, indicates a growing trend of integrating Web3 technologies into the luxury food and beverage industry. By leveraging NFTs and blockchain technology, Château d’Esclans and BlockBar are redefining the traditional wine-buying experience and offering unique opportunities for wine collectors and aficionados. This collaboration allows consumers to own a piece of history with the purchase of a segment of the NFT Garrus rosé barrel, along with exclusive benefits such as a VIP tour and lunch with key figures from the winery. Louis Vuitton’s expansion into the metaverse and NFT realm demonstrates its commitment to staying at the forefront of digital innovation within the luxury sector, showcasing the company’s ability to adapt to evolving consumer trends and preferences.
The NFT-linked Garrus rosé bottle serves as an innovative way for Château d’Esclans to engage with its audience and attract new customers through the use of blockchain technology. This collaboration with BlockBar not only introduces the legendary Garrus rosé to a wider audience but also adds a new layer of exclusivity and uniqueness to the wine-buying process. By embracing NFTs, Château d’Esclans and LVMH are setting a precedent for the integration of digital assets in the luxury food and beverage industry, paving the way for future collaborations and initiatives that cater to the evolving tastes and preferences of discerning consumers. As the NFT market continues to grow and evolve, companies like Château d’Esclans and LVMH are well-positioned to leverage these technologies to drive innovation and create new opportunities for engagement with their target demographic.
