A boozy theme today. Hot on the heels of Emirates Team NZ announcing a deal with Skyy Vodka, the America’s Cup organisers have confirmed that Moët & Chandon will be the official champagne of the 34th America’s Cup.
Of course the news is no surprise to anybody. Moët & Chandon is part of the LVMH group and has been served in the America’s Cup hospitality tent at the World Series events since the opening even in Portugal. The brand also has a long history with the cup.
Moët & Chandon also has a winery in the Napa Valley, which is the ‘Official wine region‘ of the America’s Cup
The word of the day is Maison – which is a grand French champagne PR word for house. The prosaic press release about the deal includes:
Since 1987, Moët & Chandon has been the life and soul of every America’s Cup and Louis Vuitton Cup reception: christening legendary sailing crafts, creating dazzling champagne cascades which rise in an elegant pyramid of crystal clear champagne flutes, and toasting the daring victories of the athletes. Moët & Chandon closely reflects the sailing world’s bold, modern spirit and dedication to the pursuit of victory. The Maison’s presence at these sporting events demonstrates its commitment to a race that tests the extraordinary skills of athletes as they wrestle with the forces of wind and sea.
Sometimes you have to marvel at the work that goes into these press releases, including the commitment to statements that are rarely challenged by the blogosphere. Take the following assertion:
Unlike nearly any other sport, America’s Cup sailing represents an unparalleled competitive thrill and success based on both mental expertise and physical finesse.
We are all for the promotion of sailing, but it’s not hard to find a dozen or so sports that could, not just state, but perhaps also prove, that they were at least as competitive, thrilling, mentally challenging and physically demanding.
Stephane Baschiera, President & CEO of Moët & Chandon is quoted as saying:
“Moët & Chandon has been associated with the America’s Cup for nearly 25 years. This year, as the official champagne, we raise a glass to this most prestigious event in the world’s grandest setting: the iconic San Francisco Bay. The America’s Cup is the epitome of stylish achievement and the thrilling pursuit of victory. In combination with our longtime involvement in glamorous sailing, tennis and cinema events around the world, the America’s Cup is a perfect reflection of Moët & Chandon’s own spirit of success.”
With Richard Worth and other spokespeople of the America’s Cup Event Authority moved to the sidelines, it has fallen to Regatta Director Iain Murray to be quoted for the organisers. He said:
“As we celebrate a new era for the America’s Cup, we are extremely pleased to announce our continued partnership with Moët & Chandon. The America’s Cup builds upon an acclaimed history of innovation so we’re proud to have a partner like Moët & Chandon who has helped us recognize these successes of our history, as well as those of our future.”