Moët & Chandon President and CEO Sibylle Scherer on the Maison’s Cultural Milestones and Global Vision

With over 25 years in the luxury sector spanning Europe, the Americas and Asia, Sibylle Scherer brought a deeply global perspective when she took the helm as president and CEO of Maison Moët in July 2023. A veteran of LVMH, Scherer previously led DFS Group’s merchandising and marketing across 13 countries and over 400 boutiques, before overseeing the global expansion of CHANDON with six wineries across Argentina, Brazil, California, Australia, India and China. Now at the helm of one of LVMH’s most beloved maisons, she brings a strategic new vision — shaped in part by her experience spearheading biodiversity and regenerative agriculture initiatives at CHANDON — and already taking form through bold cultural partnerships, including a landmark collaboration with Pharrell Williams.

For over 280 years, Moët & Chandon has defined the “gold standard” in Champagne. As Moët & Chandon enters a new era marked by merging creative ambition with cultural resonance, LUXUO sits down with Scherer to discuss the maison’s latest milestone — a collaboration with Pharrell Williams, and what it signals about the evolving codes of luxury, the power of global storytelling and brand partnerships alongside how this collaborative release is a continuation of Champagne’s evolving relevance. This collaboration, in part, also aims to celebrate birthdays as moments of collective joy, reimagining personal milestones through meaningful celebration. At the heart of this initiative is Sibylle Scherer, whose leadership reflects the Maison’s evolving identity — one that embraces visionary partnerships. This limited edition release not only showcases exceptional craftsmanship and design but also reinforces Moët & Chandon’s role as a cultural icon shaping the future of gifting and experience-led luxury.

What inspired the collaboration between Moët & Chandon and Pharrell Williams?

It is our shared values of collective spirit, hope and deep connections that have made this collaboration come to life in the most meaningful way. When Pharrell visited Épernay last year, he didn’t just explore the heart of Moët & Chandon — he experienced the love, dedication and history poured into every bottle, which inspired him to collaborate with the House.

How does this collaboration align with Moët’s legacy of partnering with cultural icons?

We feel the deep impact of fashion collaborations. There is a beauty in witnessing how they use their creative energy, drawing inspiration from our history and who we are. It nourishes and elevates our brand while forging meaningful connections with diverse audiences.

Following the success of our collaborations with visionaries like Yoon, Virgil Abloh and Don C, we are excited to continue our journey in the fashion world we love, blending creativity, elegance and innovation to create unforgettable experiences that inspire our consumers to celebrate life’s most extraordinary moments.

The campaign aims to reimagine the birthday experience and Moët & Chandon has always been synonymous with celebration. ​​How has the brand cultivated that identity over time?

Moët & Chandon owns a remarkable ability to unite people. And celebration is at the heart of Moët & Chandon. It’s more than just the champagne — it’s about the sense of joy, optimism and the human connections it fosters. Moët & Chandon has always been a part of life’s most memorable occasions, from the Golden Globes to the US Open, and now Formula 1. We are committed to making every moment — whether grand or simple — something exceptional. A birthday — filled with pure joy and shared happiness — is the most universal and intimate celebration, bringing us together with loved ones, toasting with a glass of Moët & Chandon to life’s most cherished moments.

What were some of the defining design elements that shaped the final look of the limited-edition bottle?

At Moët & Chandon, it’s deeply important for us to honour our heritage, while embracing our “15-minute lead”: it’s all about bridging the past and the future, to remain true to our essence while connecting with the vibrant symbols of today and the constantly evolving cultural landscape. Pharrell has reimagined the 1892 bow he uncovered in our archives, a symbol of our heritage, now featured in the Limited-Edition Collection we created together. This collaboration is a beautiful union of Moët & Chandon’s timeless savoir-faire and Pharrell’s visionary spirit.

Is this collaboration part of a broader strategy to diversify your portfolio of collectors’ editions and limited releases?

This collaboration is all about creating a truly diverse range, ensuring there’s an offering for everyone to enjoy. Like master jewellers, we aspire to create our own high jewellery collection, where each piece embodies the savoir-faire, excellence and timeless elegance that define Moët & Chandon. These masterpieces are crafted for collectors, lovers and friends of the House, all of whom seek piece of art. While the collection is limited — no matter the birthday or occasion — there’s a bottle from this collection that will elevate any celebration and make it memorable.

With growing consumer interest in sustainable luxury, were any sustainable practices incorporated into the packaging or production of this edition?

For over 20 years, the House has been dedicated to a series of initiatives accelerating its efforts to preserve nature — reducing its carbon footprint, reimagining its viticultural practices and minimising its consumption of water and energy, all with a deep respect for the environment. Since 2009, eco-design has been at the heart of our priorities. We’ve worked intensely to reduce the weight of our bottles, ensuring they are not only recyclable but carefully crafted to further minimise our carbon impact. The collection’s packaging is made from recycled paper and is fully recyclable, reflecting our commitment to sustainability, just like all other offerings from the House. To further protect our precious ecosystem, Moët & Chandon has launched its global biodiversity program, Natura Nostra. From planting 100km of ecological corridors to speeding up regenerative agriculture, we are devoted to using our influence within the whole Champagne region to foster biodiversity and to protect our soils.

As President of Moët & Chandon, how would you define the future of the luxury celebration and gifting market?

Luxury today is about craftsmanship, authenticity and the story behind what you’re enjoying. For me, luxury is about creating memories and sharing special moments with others. Moët & Chandon is perfectly positioned in this respect, as champagne is something that brings people together. It’s not just about drinking champagne; it’s about the emotions and experiences that come with it. And, of course, sharing a glass of champagne with friends and loved ones is always a luxury we all cherish. It’s these simple, beautiful moments that make life extraordinary.

What are the most significant shifts you have seen in the luxury alcohol industry?

We closely monitor changes in consumption patterns and the aspirations of our consumers. Our strategy is to continue innovating to create exceptional champagnes and memorable experiences while facing climate change, which is an undeniable reality of our time and a major challenge for our eco-system. Two years ago, Moët & Chandon has inaugurated Essentia — “our living library” of 2,000 ancient grape varieties from the Champagne region. By studying these historical varieties, we’re gaining insights to adapt our vineyards to future conditions.

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