The newest initiative from Dom Pérignon [IG], titled "Creation is an Eternal Journey," is 2 minutes of video beauty, longing and enthusiasm for a life well-lived in a world infused with turmoil and conflicting values.

The distinguished champagne producer, part of the LVMH group, has collaborated with seven established creatives from various disciplines to reinterpret the Dom Pérignon narrative in nonmaterialistic self-expression and humanist values.

The Dom Perignon ‘Creation Campaign includes Zoë Kravitz - actor and director [film]; Tilda Swinton - actor and artist [cinema & art]; Iggy Pop - pioneering musician [punk rock legend]; Anderson .Paak - music producer and director [Grammy-winning artist]; Clare Smyth - Michelin-starred chef [gastronomy]; Alexander Ekman - dancer and choreographer [contemporary dance]; and Takashi Murakami - contemporary artist [visual art icon].

Dom Pérignon’s chef de cave Vincent Chaperon, who is responsible for overseeing every aspect of the champagne production, also features in the project. Later this year, Dom Pérignon will unveil limited-edition design pieces in collaboration with one of the seven creators, with a live performance from another of the collaborators expected to take place in 2026.

The brand places itself as more than just a maker of beverages, but as a cultural symbol, maintaining a tradition of merging opulence, artistry, and storytelling. The ‘Creation’ campaign is an exemplary model of luxury alcohol branding and innovative collaborations that can enhance brand stature.

Celebrity campaigns can easily become superficial and lacking in sincerity. That is not the case with the Dom Pérignon campaign, which is a perfectly-tuned masterpiece of a values-driven, emotion-filled simple moments and life statements lensed by Collier Schorr [IG].

In these portraits, the celebrities are shown holding a bottle of Dom Pérignon from the 2015 vintage. Director and writer Camille Summers-Valli [IG] filmed each of the stars with the bottle answering the question of “what is creation?” Each image is accompanied by a personal reflection or “creative mantra” from the collaborator.

Tilda Swinton offers “Creation is a leap of faith” in words directed to Jefferson Hack. Anderson .Paak muses “Creation is never over, is never done.” These succinct quotes tie into the campaign’s central theme of creation as an ongoing journey, adding a deeply-considered layer of storytelling to what could have been one big celebrity champagne party.

Most LVMH brands are adept at sophisticated marketing to clients for whom nuances matter. With anti-billionaire hate growing exponentially in America and around the world, brands must be extra careful in how they communicate their values. A new book ‘The Haves and the Have-Yachts: Disparities on the Ultra Rich’ offers a field guide to the ultra-wealthy, exploring their lives and influence.

2024 Champagne Sales

Champagne industry sales experienced a very significant decline of 9.2% in 2024, while exports also declined by 10.8%. Even France saw a 7.2% decrease in champagne sales, with a 10.8% decline in exports. Translated into product, the decrease represents 153.2 million bottles.

These 2024 results do not reflect the effects of Trump’s pending tariff war on champagne sales in America. But they do reflect champagne consumption in the year of the French Olympic 2024 games.

Within LVMH 2024 financial results, the wine and spirits revenue fell 11% to US$6.35 billion, with operating profit plunging 35.7% in the division.

LVMH now owns the top four most valuable wine and Champagne brands in 2024, according to a new report from brand valuation consultancy Brand Finance. Estimated brand valuations are Moet & Chandon at $1.4 billion; Chandon at $1bn; Veuve Clicquot at $959.2, and Dom Pérignon at $799.8m.

Dom Pérignon experienced at 7% increase, which may underscore this new campaign which is clearly designed as an experiential statement on creativity and the lifestyles of their clients.