Introduction
As a luxury brand, Moet and Chandon targets customers who can afford a lifestyle accessorized with fancy champagne that translates a bourgeois status quo. As a result of the merger of Moet and Chandon with Louis Vuitton in 1987 (Blavin, Dghaili, Morselly & Tesseire, 2010), the spirit brand was positioned as a “must have” beverage, just as Luis Vuitton represents a mandatory brand that has to be present in high society ladies’ wardrobes. Not only because it is part of Louis Vuitton Moet Hennesy (LVMH) group (Blavin, Dghaili, Morselly & Tesseire, 2010) is Moet and Chandon targeting high class women, but also because of the specific traits ...