Pierre-Louis Araud is the Global Brand Ambassador for Moët & Chandon. In this interview with ABIOLA ODUTOLA, he speaks about the brand’s plans to deepen its presence in the Nigerian market, through new product offerings. He also explains why Nigeria is a destination point for such a luxury drink. Excerpts:
Stakeholders in the wine and spirit industry in Nigeria have argued that the nation has been recording huge sales of luxury products over the years. What do you think could be responsible for the huge sales?
I think in Nigeria, you have people who love to enjoy life. We love to party, we love to stay bright and Moët & Chandon is the ultimate brand for celebrations. The drink is at the heart of all the celebrations in life. It goes beyond a spray of champagne. We see that Nigerian people are successful and the drink resonates with them. Moët & Chandon is a product of success and glamour. Either during the day or at night, you would see that Nigerians like to party and enjoy life. Nigeria is really a market for our products.
Why the interest in just three markets in Africa-Nigeria, Kenya and South Africa?
Our interest is not limited to just three markets. For instance, just before coming to Nigeria, I was in Abidjan, where I spent a few days but it is also important that we go to our main markets in Africa. There’s a whole lot of deep interest in African market.
during the day or at night, you would see that Nigerians like to party and enjoy life. Nigeria is really a market for our products
Among the markets; Nigeria, South Africa, Kenya, which would you say is the biggest market for your products?
Nigeria! Nigeria because you know you have the largest economy in Africa, and have the biggest population if not stronger, and above all you love to enjoy life. Nigeria is the trade centre for Africa.
Beyond sport celebrations where the effervescence of the champagne is felt. Are you exploring other areas where your products can actually be also experienced?
Beyond parties, weddings are big events in Nigeria. There is also a business of having Moët & Chandon for lunch or dinner, for people who appreciate it. Moët & Chandon is champagne; it means it is not just sparkling wine. There is a big difference between champagne and sparkling wine, as it is very exclusive and demanding, while making them.
What are our expectations for the new product in the Nigerian market and how would you assess the performance of other products in the market?
We aim that our products should be the brand of choice for the Nigerian people. We really want to be on this side of the Nigerian people, and we want to continue to be on their side. We know the market and that is why we are going deeply into it. Of course, we have competitors.
Beyond the premium market, are you looking at anything to cater to the mass market?
We are looking at a situation where more Nigerians are able to afford our products. We really expect that the economy will continue to improve because it will be good for people. At the end, it will be good for our business. You know most of the players in terms of sparkling wines, spirits and champagnes sometimes have not been able to produce wines this way. We are always there to make people dream, have high desires and purchasing ability. We hope that with a better economy, the purchasing power of consumers will rise.
In essence, your brand is meant to make people become aspirational in their endeavours?
Exactly! To make people dream and to share good moments with them.
