A SPARKLING LIFE

A Sparkling Life - Luxury Travel Magazine

A Sparkling Life

By: Andrew Conway, Issue 26 - Autumn 2006

(Champagne)

WHEN IT COMES TO GREAT CHAMPAGNES, MOET & CHANDON PRESIDENT FREDERIC CUMENAL IS A INDEED A MAN OF GOOD TASTE.

Ask Frederic Cumenal to name his favourite Champagne, and the expression on his face turns to mock horror. “But eez not possible!” he says, shrugging his shoulders and raising both arms in resignation, as if being asked to hand over the keys to his private wine cellar. “This is like asking a father which child he prefers.” Then he leans in a little closer, as if to impart a State secret that no-one is supposed to hear: “A couple of nights ago, we had the chance to open a Dom Perignon ‘73, which was a very special year, and I would say this is one of my favourites.” As with most things in life, timing is everything, and Cumenal says much of the enjoyment of Champagne comes down to what he calls ‘the moment’, those special times in people’s lives – a birthday, wedding anniversary, New Year’s Eve, career promotion, or a win at the races – when we celebrate in vintage style. And next time the moment to break out the bubbles arrives, remember this. You are not alone. According to Cumenal, a bottle of Moet & Chandon – arguably the world’s most recognized Champagne label – is opened somewhere in the world every second of every hour (an incredible 86,400 bottles
a day) which means there’s a whole lot of celebrating going on.

While the occasional bottle of Dom Perignon 1973 is an undeniable perk of the job, life for this amiable, highly educated and well-travelled Frenchman is no bed of champagne and roses. As President of Moet & Chandon Champagnes, which encompasses Moet, Dom Perignon, a host of other leading wines and spirit labels, and is a major sector of the global Louis Vuitton Moet Hennessy (LVMH) luxury goods brand, the Paris-based Cumenal oversees not only a highly competitive multi-million-dollar business but a rich slice of French history. The world’s leading Champagne house, with a sparkling heritage dating back to 1743, Moet & Chandon is on a constant quest for innovation to maintain the ‘little fifteen-minute lead’ that has been the company credo for decades. As Cumenal insists, it’s all about attention to detail. “When you are involved in this kind of business, everything has to be perfect,” he says. “Not just the quality of the wines, but the quality of execution and presentation. Champagne is an old product, but it is also contemporary, and it is our job to bring a modernity to something which is deeply rooted in tradition to the world right now, to move with the times. Innovation is very important to us.”

Which brings him to Australia, not for the first time, but his first visit as President of the company. “Every time I come, the changes are incredible,” he says, “not so much in the cities or buildings but in the level of sophistication of the people. I can really see the difference in how they live, what cars they drive, what they eat and drink. Australians have always had a wonderful ability to absorb different cultures but also to reflect their own, and this change in culture is very important to a company like ours.” Cumenal says while Champagne sales are plateauing in France, the company is seeing double-digit growth in Australia and a rapidly growing market in recent years which now accounts for about two per cent of the company’s worldwide sales, not bad for a population of only 20 million. “That definitely reflects people want to enjoy themselves,” he says, “and the ability of Australians to embrace their quality of life is pretty amazing. There is a natural fit between my company and this part of the world.”

While not from a wine-making family, wine has always been a big part of Frederic Cumenal’s life. Born in Bordeaux, and a high-flying graduate of France’s best universities and Harvard Business School, he started his career in sales and marketing at Proctor and Gamble, followed by Lesieur (France’s second largest food company) and then Mars. He joined LVMH in 1995 as Moet & Chandon Manager for Europe, and was Managing Director for Moet and Hennessy Europe until 1999, when he was appointed President and CEO of Domaine Chandon Californie, a wine estate founded by Moet & Chandon in California, much like Domaine Chandon in Victoria. He began his presidency of Moet & Chandon Champagnes in January 2004, overseeing every aspect of the business from the famous chalky soil – some 1342 acres are under vine in the beautiful Epernay region of France – to the world’s social set from Paris to Perth. And while Moet & Chandon has always had a special relationship with women throughout its colourful history – the infamous Madame de Pompadour once declared Champagne was ‘the only wine that leaves a woman beautiful after drinking’ – the top-drawer label now readily targets both sexes through a variety of diverse international and Australian events from major fashion shows to the America’s Cup and our own Melbourne Cup, when the Moet flows like the Yarra in flood. The Champagne’s latest brand campaign continues the glamour theme, with a simple yet effective ‘Be Fabulous’ concept. “It’s not about fashion or sport,” says Cumenal. “Champagne is about every part of life at its very best, the chance to be with your close family and friends, to enjoy yourself, and to celebrate a special occasion. It’s really about a way of life.”

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