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Drinks Raise A Glass: Moët & Chandon Celebrates 150 Years of Moët Impérial

Raise A Glass: Moët & Chandon Celebrates 150 Years of Moët Impérial

Raise A Glass: Moët & Chandon Celebrates 150 Years of Moët Impérial
By Hong Kong Tatler
September 26, 2019
Tatler Focus
On Moët Impérial’s 150th anniversary, take a trip down memory lane with us as we toast to the iconic champagne’s remarkable history and its most celebrated moments

The flagship champagne of Moët & Chandon has come a long way since the first bottle of Brut Impérial, now known as Moët Impérial, was shipped in 1869. 

From intimate gatherings of high society glitterati, the world’s sporting podiums, to Hollywood’s red carpet, Moët Impérial is the sparkling star of savoir-fête—the House’s distinctive know-how in the art of celebration.

To mark the 150th anniversary of Moët Impérial, we look back at the House's imperial legacy and its signature champagne's most remarkable presence throughout history as a global icon of celebration. 

BORN ROYAL

An ode to Moët & Chandon’s historical relationship with the Emperor, Napoléon Bonaparte, initiated by the grandson of the House’s founder, Jean-Remy Moët in the 19th century, Moët Impérial, named in homage to the Emperor, was created to honour the imperial bond. 

The first shipment of the signature non-vintage brut in 1869 was auspiciously timed to coincide with the 100th anniversary of Napoléon Bonaparte’s birth—an imperial salute to the faithful patronage that had brought royal distinction to the House.

AN ODE TO CHAMPAGNE 

Home to the French Maison since 1743, Champagne in France is a wine region where Moët & Chandon’s winemaking tradition thrives in the Champenois terroir. The signature Moët Impérial is the quintessence of the Champagne excellence—an exceptional blend produced from Moët & Chandon’s on-site winemaking facilities paired with the richness and diversity of the region’s vineyards.

Cell master Benoît Gouez is the gatekeeper of the House’s ancestral know-how, orchestrating  1,200 hectares of vines—the largest vineyards in Champagne—with customised and expert oenology to safeguard the “bright fruitiness” quality of Moët Impérial, derived from the natural flavour of high-quality grapes.  

(Related: Celebrating 150 Years of Moët Impérial)

Moët Impérial reflects the grandeur and richness that comes from our lands and our know-how. Its delicate and subtle elaboration makes it a champagne that is both accessible and delicious.

Benoît Gouez, cellar master of Moët & Chandon

French actress Dany Robin in 1955, one of the first cinema stars to be photographed savouring a glass of Moët Impérial
French actress Dany Robin in 1955, one of the first cinema stars to be photographed savouring a glass of Moët Impérial

A STAR AMONG STARS

A star in its own right, Moët Impérial has shared the spotlight with icons from the worlds of film, music and fashion, been photographed by the lens of paparazzi as it has taken centre stage at major Hollywood celebrations, from the Golden Globes to Cannes.

Back in the 1970s and 1980s when the glamorous nightlife of Paris and Manhattan was raging, no celebration was complete without the sparkles of Moët Impérial, joining the exclusive guest list of celebrities and A-listers as they joyfully toasted to special moments. The father of Pop Art, Andy Warhol, was among the many celebrities who were spotted sharing a bottle of Moët Impérial in famous company at the legendary night club Studio 54.

Andy Warhol at Studio 54, sharing a bottle of Moët Impérial in famous company.
Andy Warhol at Studio 54, sharing a bottle of Moët Impérial in famous company.

Moët & Chandon’s long-standing love affair with film is evident in its relationship with the Golden Globes. The pride of the French Maison, Moët Impérial, has been the official champagne for 28 years since 1992. 

Having toasted Hollywood’s award-winning filmmakers and its brightest superstars, Moët Impérial has also played a starring role on-screen in some of the most memorable scenes in the history of film, from Pretty Woman, The Devil Wears Prada to most notably, The Great Gatsby—a grand tribute set at a lavish party where Jay Gatsby toasts with a glass of Moët Impérial against the backdrop of an overflowing champagne pyramid.

(Related: #Tatlergram: What Went Down At The Moët & Chandon MCIII Launch Hosted By Carmen Ow)

Moët & Chandon's brand ambassador, Roger Federer.
Moët & Chandon's brand ambassador, Roger Federer.

A TASTE OF VICTORY

In the sporting world, Moët Impérial has brought its prestige to a global stage where victories would be celebrated on the world’s most competitive racing podiums, on powerful waves and the tennis championship circuits.

One of the most symbolic Moët & Chandon moments was in 1967, when racing champion Dan Gurney became the first to spray champagne from the winner’s podium in a small town of Le Mans in France, which had led to a lasting “champagne spray” tradition that took over racing podiums around the world.

As Moët & Chandon rises to the stage of sports victories, it is only fitting that the legendary tennis champion, Roger Federer—known for his athletic excellence, precision and graceful fluidity on the tennis court—became the House’s brand ambassador in 2012. Pairing elegant sportsmanship with the distinctive style of Moët Impérial, few partnerships in the history of sports have been as remarkable.


THE 150TH ANNIVERSARY LIMITED-EDITION BOTTLE

In the spirit of celebration, Moët & Chandon has unveiled  a limited-edition bottle inscribed with a standout design of “I” of “Impérial”—a crowning tribute to the 150-year history of the French House’s most emblematic champagne.

Celebrated in a grand style for which Moët & Chandon is known, Moët Impérial’s anniversary bottle is filled with the House’s signature brut that invites the popping of corks and the clicking of champagne glasses.

Discover more at https://www.moet.com/en-gb

  • Images Moët & Chandon

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Drinks Moët & Chandon Moët Impérial Champagne

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