The ‘experience economy’ has become a buzz phrase of sorts. Unforgettable shareable moments have come to outweigh material goods.

We’re all seeking one-off memories, and Möet & Chandon knows it. The savvy French Champagne house is merging old with new to create accessible luxury to rival that of a fashion house.

It’s no surprise, considering the luxury conglomerate of LVMH owns Möet. And just as a fragrance or a handbag is an entry level to a luxury brand, Möet has made its starting point cellar tours, embossed flutes or a bottle of Brut Imperial (the ultimate dinner party accessory celebrates its 150th anniversary this year).

With royal ties, and a history entwined with France’s most notable political and noble figures, there is certainly a wealth of experiences to be swept up by. After all, Möet has been pedalling success, glamour and good times since 1743.

Experiences
Epernay is the heart of Champagne country, the birthplace of bubbly as we  know it. Möet & Chandon boasts the most extensive estates in the region (and sits neatly with its sister brands also owned by LVMH – Dom Pérignon, Krug, Ruinart and Veuve Cliquot). It is picturesque country, and as you wind your way through old towns and vast fields on the 90-minute drive from Paris (by train is an equally easy trip), you can’t help but wonder at the scale and stories of the region.

While anyone can wander through the vines that smother Epernay’s hills and pick a grape, touring the cellars requires a reservation. Recently, Möet & Chandon modernised its system, introducing online booking (moet.com), as well as bespoke experiences for once-in-alifetime travel memories.

Take a cellar tour
Technology meets nature at the Möet & Chandon cellars in Epernay. Descending into the old, damp and chalky limestone cave 20 metres underground, with its labyrinth of vaults stretching for 28 kilometres, is like stepping into another century. They are the largest and the first of their kind, dug in the 18th century. The  climate and the soil act as a naturally cool temperature regulator (you need to rug up to walk down here), while the hidden passageways, cages and caves combine to feel like a dungeon from an old fairy tale.

There are stories everywhere you look – an old cask given to Jean Rémy Moët (grandson of founder Claude Moët ) by Napoleon Bonaparte in 1810, a monastic altar room where only the most reverential are allowed to taste priceless vintages, and a dark, daunting cage where every vintage ever made is kept under lock and key behind a giant gate. (Only chef de cave Benoît Gouez has the key and can gift access; Queen Elizabeth enjoyed a bottle to celebrate her Sapphire Jubilee in 2017.)

While the quality of each season’s harvest is completely at the whim of weather and Mother Nature no amount of technology can control, thankfully the introduction of online booking has made visiting the Moët & Chandon cellars a simpler affair. A traditional tour takes 90 minutes and costs from 25 euros per person, while the grand vintage tour costs from 45 euros. It’s worth booking.

Book a bespoke event
Fancy a dinner in Napoleon’s Cellar for you and your closest 18-200 guests? Well now you can book the privilege, although it comes at a price. The cellar is where, in 1814, Emperor Napoleon awarded Jean-Remy Moët the Legion of Honour, France’s most prestigious order of merit. Similarly, other unique experiences are available above ground in the Hôtel Moët and its English garden. Built by Jean Rémy in 1793, the hotel was originally the home of the Moët family and is now the entry point to the cellars. Across the Avenue de Champagne (the wealthiest avenue per capita in Europe) is the Orangerie and French Garden, which is also available for banquets and was designed in deference to Marie Antoinette’s gardens nearby at Versailles.

The Hôtel Moët boasts many rooms of note, including one where historical diaries list painstakingly recorded purchases and evidence of deliveries to luminaries like Napoleon and Talleyrand.

Cool collaborations
Just like fashion brands have discovered the reinvigoration a strategic collaboration can bring to a brand, Moët has brought unique partnerships to the fore of the Champagne world. Consumers can purchase limited-edition bottles, such as the recent release celebrating 20 years of greatness with tennis legend and brand ambassador Roger Federer. The magnum is wrapped in black leather resembling the grip of a tennis racquet, embossed with Federer’s signature, and contains the 1998 vintage, the 65th in the house’s history. Only 20 numbered bottles exist, and at a mere 19,998 euros, it’s no small gift!

There’s the new limited-edition Moët & Chandon Nectar Imperial Rosé ‘ready to wear’ bottle designed by Off White designer and Louis Vuitton’s menswear creative head Virgil Abloh. Or just the clever ideas, which keep on coming, like the Rosé Capsule Collection, designed as a tribute to King Louis XV’s mistress, Madame de Pompadour, who is said to have declared after drinking Moët: “Champagne is the only wine in the world that makes every woman beautiful.” Recently launched in Australia is the novel Rosé Ice Imperiale, which can be drunk on ice (perfect for our summer).

In the kitchen
Back in Paris, the brand unveiled a unique chef’s table experience with the launch of ‘Inside’ at French chef Yannick Alleno’s famous Pavillon Ledoyen – twice a three-Michelin-star winner. Walking through the humming kitchen of one of the City of Light’s premier restaurants (said to be the place where Napoleon met Josephine) to a secret Champagne hideout is fascinating. With a window looking directly into Alleno’s state-of-theart kitchen, ‘Inside’ is an intimate and elegant space devoted entirely to Moët & Chandon vintage tastings.

Alleno has been a Moët ambassador since 2014, and a longtime collaborator of chef de cave Gouez, who selected vintages ranging from 1990 to 2000 to be exclusively available for tastings at Inside. The room can host up to six guests and is designed for fine-dining fans and serious Champagne connoisseurs alike – with two packages available, all delivered with Alleno’s irreverent panache. For the launch of the 2012 vintage he delivered the Michelin version of mac ’n’ cheese, but the chef’s brigade will craft something spontaneous according to the mood of the moment. The entry level Gourmet Aperitif costs 145 euros per person; the Gastronomy Odyssey is pricier at 700 euros each (for reservations, contact Pavillon Ledoyen on +33 01 5305 1000 or by email at ledoyen@yannick-alleno.com).

Both Alleno and Gouez believe Champagne should be about spontaneity. “My best moments with Champagne are where it’s not prepared,” explains Gouez. “Why should you wait for a special occasion to drink Champagne?” Moët’s history is deep, but all its stories link back to spontaneity and celebration. The house is said to have pioneered everything from the exuberant spraying of Champagne (this dates back to 1967 Le Mans Grand Prix winner Dan Gurney using the bottle like a firehose from the podium) to the Champagne pyramid that symbolises festivity. Legend has it that the house’s flagship, Moët Imperial, owes its name to Napoleon Bonaparte. He visited the estate in Epernay many times, but it’s said he and his troops invented the tradition of sabering open bottles of Moët to celebrate victory. Regardless, the house continues to pioneer while remaining respectful to heritage. There are few Champagnes with such a colourful history and an even brighter future. Salute!

Tasting notes
Chef de cave Benoît Gouez is a busy man. “I just tasted 35 wines in eight minutes before I met you,” he says. “I need to work sharp and fast.” Gouez believes Champagne should mean minimal rules and maximum good times. “I think people who love to drink Champagne, most of the time are happy people … people who like to enjoy the good life.” To enjoy it at its fullest, here are his tips:

How to store:
“Keep [the bottle] standing up if drinking within the year. Otherwise, keep on its side. Make sure there are no big variations in temperature and it is out of the sun. Don’t store it in the fridge until you want to drink it.”

How to drink:
“Don’t drink it super cold (ie, 5°C). Drink Brut Imperial at eight degrees and vintage at 12 degrees, and use a bigger glass. Very old vintages can be even warmer, say 14 or 15 degrees. It’s not such a problem to drink it really cold if it’s non-vintage.”

How to match:
“I don’t believe in the perfect match. It’s the people, the place and the mood, and you can’t replicate that. The first rule is that a match is not based on ingredients but more so on textures. The only thing we don’t have in Champagne is saltiness. Therefore, we play a lot with saltiness, and with a chef to bring that fifth element to the flavours when you marry food and wine.” And yes, cheese or seafood with Champagne is fine!

Keep it simple:
“I am always looking for simplicity. It’s easy to be complicated. We need to demonstrate that Champagne goes with all different cuisines. I always give the challenge to the chef to use three ingredients. Most of the time when things have been too prepared … I miss the magic and the excitement of improvisation.”

How to enjoy the new 2012 vintage:
“It’s a transition from spring to summer, from white flowers to peaches – 2012 is crunchy with a bite into the fruit. It’s rich in sugar and acidity. The acidity cuts into the suppleness and it’s a good surprise.”