Lessons from LVMH: authenticity and commercial marketing as keys to success

When it comes to commercial strategies, few companies in the world have the influence and experience of LVMH. We talked about this with Aygline Pechdo Regent, Vice President of Trade Engagement and Advocacy at LVMH, and Adam Teeter, co-founder and CEO of VinePair, whose tasting methodologies we revealed in one of our previous articles.

Commercial Marketing vs. Consumer Marketing

Commercial marketing is a vital component of LVMH's strategy. Unlike consumer marketing, commercial marketing focuses on building strong B2B relationships with retailers and distributors. According to Aygline Pechdo Regent, "Commercial campaigns are not just part of our strategy but the very heart of our market presence. Engaging our commercial partners through exclusive events and tastings is crucial to maintaining our leadership in the industry."

Well-structured commercial campaigns can significantly increase a brand's presence in the market and LVMH leverages a mix of in-person and media campaigns, using an integrated approach to maximize impact. Exclusive events, tastings, and direct meetings with industry operators are fundamental to building lasting and meaningful relationships.

The Importance of Authenticity for LVMH

In today's market, authenticity and transparency are more important than ever. Regent emphasized that brands must remain true to their identity. Transparency is crucial for building trust and credibility.

For LVMH, this means not only telling the brand's story authentically but also being open about the challenges and opportunities the market presents. In an era where consumers are bombarded with marketing messages, a brand's ability to stand out through sincerity can make all the difference.

Lessons from the U.S. Market

LVMH, owner of some of the world's most respected wine and spirits companies, offers valuable lessons on U.S. commerce. Regent shared how the company continuously adapts its strategies to respond to market dynamics. This includes constant evaluation of the marketing mix to ensure resources are allocated efficiently and campaigns achieve maximum impact.

LVMH's approach involves careful analysis of earned and paid media contributions, as well as continuous adaptation to new market trends and demands. Particularly, the use of real-time data and feedback allows LVMH to be responsive and innovative, maintaining a competitive edge. "There is no magic formula," says Regent, "but adaptability and a willingness to learn from past experiences are fundamental to success."

Aygline Pechdo Regent

Aygline Pechdo Regent is the Vice President of Trade Engagement & Advocacy at LVMH, Moët Hennessy USA. She launched the “EngageMH” podcast to build loyalty and promote the MH portfolio. Previously, she served as Vice President and General Manager of Veuve Clicquot USA and Brand Director of Champagne Mumm, Perrier-Jouët, and Sparkling Mumm Napa at Pernod-Ricard USA.

Adam Teeter

Adam Teeter is the CEO and co-founder of VinePair and the host of the VinePair podcast. He founded VinePair ten years ago, growing it into the largest media publication on wine, beer, and spirits in America, reaching nearly 40 million people per month. He holds an MBA from NYU Stern and a degree from Emory University.