English Version | The tip of the iceberg

01 Sep 2022
By Pedro Vasconcelos

A certainly controversial metaphor, considering the (apparent) sin that is the combination of champagne and ice. But appropriate when one seeks to understand the legacy of the largest producer of the divinely golden drink, Moët & Chandon.

A certainly controversial metaphor, considering the (apparent) sin that is the combination of champagne and ice. But appropriate when one seeks to understand the legacy of the largest producer of the divinely golden drink, Moët & Chandon.

 

The first warning you are given as soon as you land in the sacred region of Champagne (France), an area whose name resonates around the world, is that we pronounce Moët & Chandon the wrong way. Due to the Dutch origin of the Moët family, which joined the French Chandon family in 1833, the "t" must be pronounced. The second statement they make is that, contrary to what might be expected, Epernay, the capital of Champagne, is not France's Las Vegas. It is, instead, a place where the focus is on ensuring the quality of the divine liquid, not the occasions it ennobles. Invited by Moët & Chandon, Vogue Portugal visited the mythical birthplace of the nectar of the gods, as well as Château de Saran, the Maison's most iconic property. Built in 1801, the palace is the symbol of an extensive legacy that is intertwined with the history of champagne itself. The iceberg analogy is not merely figurative, most of the work required to produce a bottle of champagne lies beneath the surface. As soon as you step on the ground in Epernay the odds are you will be standing over the cellars of Moët & Chandon, which extend over 28 kilometers underground. But, even though it is the world's largest producer, the Maison shows no pretensions about its own success, facing it, instead, as a sign of a collective effort that has been made for (literal) centuries. The brief moments of glory on the lips are the result of incalculable moments of effort by faithful workers to the final product. 

It is not only the legacy of the workforce that Chandon seeks to honor, the importance of the meteorological and geographical conditions that make champagne production possible is so great that it can be compared to divine intervention. This is why the brand anchors its sustainability efforts, as part of its respect for its legacy. As Véronique Bonnet, manager of the biodiversity department, the Maison does not understand the need to act only as a collateral victim of the planet's changes, but also as a potential perpetrator of these changes. That’s why Moët & Chandon stands out by admitting responsibility in global warming. In addition to seeking to safeguard the soil responsible for the quality of its product, the brand assumes the role of protecting the biosphere of the Champagne region, defending the local fauna and flora.

The way Moët & Chandon advances the modern movements that preach sustainability may be surprising to those who see in the Maison only its powerful legacy. But the French brand has always been a reference of innovation for the industry, with revolutionary products. Such is the case with the answer to all those who insist on drinking champagne on the rocks. Stripped of all the presumptions that one would expect for a brand of the stature of Moët & Chandon, the Maison has adapted to the needs of its consumer. Drinking champagne on the rocks doesn't have to be wrong, it just needs to be done with a product adapted to this habit. To this end, it developed Moët & Chandon Ice Impérial, a sweet champagne that is perfectly complemented by the austere cold of ice. It was these efforts that became central to Vogue Portugal's trip to Champagne: Moët & Chandon does not obtain perfection as a divine gift, it is the product of the incessant work of thousands of people in symbiosis with the nature that surrounds them. The commitment to excellence sets the Maison apart, but excellence is not achieved easily, it is achieved through countless failed attempts, all in the name of the prestige of quality that has become synonymous with Moët & Chandon (MoëT, please note).

Translated from the original on The Gossip Issue of Vogue Portugal.Full credits and stories on the print issue.

Pedro Vasconcelos By Pedro Vasconcelos

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