Every year I (Max) visit the Film Festival in Cannes. I go there for business but also for pleasure – watching movies and attending some of the amazing events hosted for the occasion. The Festival de Cannes is a great platform for all things bling, and for luxury spirits in particular. In the end, everyone comes here to enjoy themselves…and what better way to do so than with a delicious drink in your hand…?
For the big luxury brands, it’s almost become a competition of being noticed as a brand at the Festival. Many luxury marketers have taken this on like a real obsession (I’m thinking here of Chopard or L’Oreal). The alcohol and spirits industry is not far behind however.
The most outrageous party at this year’s Festival was to celebrate the special edition bottle XO Excellence by Rémy Martin, the most traditional among the big four Cognac houses. Already the invitation was impressive.
Almost in contrast to their rather understated and elegant appearance, Rémy Martin hosted a dance night at the hippest club in town, the Silencio, designed by infamous film maker David Lynch and boasting resident DJ celebrities such as Laurent Garnier and Mark Ronson.
But now let’s take a look at who is generally present and very visibly marketing their brand to the rich, the famous, and the beautiful! Here are the 5 most visible spirit brands at the Cannes Film Festival, plus one other beverage giant we had to mention…
1. Rémy Martin & Louis XIII Cognac
Rémy is always present in Cannes, with the most luxurious and unique locations and events. Last year they invited to a gala dinner with guests such as Dita von Teese and Eva Longoria, who bid on a special set of Cognacs which were being auctioned that night. Rémy Martin are specialists at creating unusual cocktail creations, seducing our senses time and again…
This year, they celebrated the launch of the beautiful golden bottle XO Excellence, especially designed for the Festival de Cannes.
2. Grey Goose Vodka
Grey Goose is another cool brand that was very present. This year it had its own pavilion in front of the Grand Hotel. Grey Goose invited me this year, but when I arrived there was some sort of confusion with the guest list… I hope to be invited back next year! We’re very interested in the brand, as it is located in the Cognac region! It makes total sense therefore, that they launched the fusion product Cognac-Vodka VX.
3. Moët Chandon
Needless to say, Moët Chandon is amongst the biggest players in the alcohol industry. Belonging to the group LVMH Louis Vuitton Moët Hennessy, it attracts the most glitzy. It was a perfect match that Moet Chandon should be the official partner of the opening film at the Cannes Film Festival: THE GREAT GATSBY. Another example to show how much they invest for marketing during the Festival was the display of a 120-year-old bottle of Moët Champagne.
4. Belvedere Vodka
Belvedere Vodka opted to go for music. They openend the Cannes Film Festical with a live concert by amazingly hot blonde Rita Ora. To thank the singer for her outstanding performance, the Vodka brand gave her a personalized silver XXL bottle of Belvedere Vodka, which she was clutching on to the entire evening.
5. Chivas Regal
The Scotch Whisky brand Chivas Regal has been a long-standing official supported of the Festival de Cannes. In the past they’ve installed the ‘Chivas House’ a pop-up bar in the middle of the famous Croisette, or gave away a VIP trip with luxury accommodation to the winner of a competition – plus 3 friends! – to visit the festival and have access to all films.
Although this brand obviously does NOT classify as a spirit, it does ensure the existence of the best long drinks and cocktails in the world. So they should be listed here! Schweppes brings us the Gin Tonic (and of course the Cognac Tonic!), the Campari Soda, the Vodka Fizz, or Moscow Mule. Another reason to mention Schweppes is that they always have the most amazing presence in Cannes. This year, on the Villa Schweppes Boat, a huge yacht just off the shore of Cannes, the likes of Kavinsky, Sebastien Tellier, Todd Terje, Booba, and Sky Ferrara guaranteed the best music sets and chilled sundowner sessions. Beautiful…