Moët Hennessy Has Invested in the Non-Alcoholic Sparkling Wine Brand French Bloom

One of the biggest names in the drinks business is diving into booze-free bubbly.

Moët Hennessy, the wines and spirits division of LVMH, has invested in alcohol-free sparkling brand French Bloom. The financial terms of the agreement were not disclosed, but Moët Hennessy has walked away with a minority stake in the French maison.

Female entrepreneurs and long-time friends Maggie Frerejean-Taittinger and Constance Jablonski founded French Bloom in 2019. The duo also recruited Maggie’s husband, Rodolphe Frerejean-Taittinger, to serve as CEO of the company. As the great nephew of Champagne titan Claude Taittinger, he brought a wealth of winemaking experience and knowledge to the new venture. The team engaged in extensive R&D before launching the premium, non-alcoholic fizz in 2021.

French Bloom has expanded rapidly over the past three years, with its collection of zero-alcohol bubbly now available in more than 30 countries. It is also gaining recognition in the industry: French Bloom won the best alcohol-free sparkling at the World’s Best Sparkling Wine Awards in 2022 and 2023, respectively.

Key to that success is a novel winemaking process that blends tradition with innovation. French Bloom creates organic Chardonnay and Pinot Noir in Languedoc using age-old methods then treats the wine to what it has described as a “visionary dealcoholization process.” This gives the sparkling a “well-balanced and complex quality,” according to the brand. French Bloom offers a variety of sparkling, too, with a three-strong lineup that includes Le Blanc (from $39), Le Rosé (from $44), and La Cuvée Vintage Blanc de Blancs (from $119).

“We are incredibly proud to partner with French Bloom, a pioneer of non-alcoholic sparkling wine with unparalleled taste and distinctive brand identity,” Moët Hennessy CEO Philippe Schaus said in a statement. “This investment aligns with Moët Hennessy’s key strategic initiatives, demonstrating our commitment to offering high-quality alcohol-free choices to consumers who moderate their alcohol intake.”

The recent acquisition highlights both the power and growth of the alcohol-free movement. There is an increasingly large audience looking for intoxicant-free alternatives, with Gen Z imbibing 20 percent less than Millennials and many health buffs opting to go alcohol-free. As a result, brands like Non, Muri, and, of course, French Bloom have created nonalcoholic wines that might just be as satisfying as the real deal.

“At French Bloom, our mission has always been to create alcohol-free sparkling cuvées of great complexity that allow everyone to truly celebrate together,” added Frerejean-Taittinger and Jablonski. “In Moët Hennessy, we’ve found a partner who shares our vision for the future of the alcohol-free category and our commitment to expanding inviting moments of togetherness.”

That is worth raising a glass to.