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Market study: MHD in China

Moët Hennessy Diageo Shanghai Ltd. (MHD China) was jointly established by the luxury products group Moët Hennessy • Louis Vuitton (LVMH) and the global spirits group Diageo. The partnership is focused on the business and market development of premium wine and spirits products in China. Many of its brands have a rich history of hundreds of years and they are some of the most popular wines and spirits in China and include brands such as Hennessy cognacs, Moët & Chandon champagnes and Johnnie Walker whiskies.

MHD’s market In mainland China

The predecessor to MHD China is an eminent leader in the wine industry – Riche Monde Ltd.. Established in Hong Kong, it soon expanded and opened its representative offices in Beijing (北京), Shanghai (上海), Guangzhou (广州) and Shenzhen (深圳), promptly fostering its business in Mainland China. With more than 20 years of business experience in Hong Kong and China, coupled with the advanced marketing management, excellent brands and efficient sales channels, it has propelled itself into the unquestioned best company in the wine and spirit market.

Headquartered in Shanghai, MHD China has established representative offices and developed excellent sales teams throughout China. It extended its business network in almost every major and medium-sized city in China where its products are distributed in restaurants, bars, nightclubs, international hotels, chain stores and hypermarkets.

Throughout recent years, it has been the leader in the cognac and champagne market and encouragingly, been at the forefront in the market share of whisky and wine as its other products continue to grow year on year. The visibility of its prestigious products continues to remain strong as its products are often consumed by Chinese customers during special events and celebratory occasions.

MHD pays attention to CSR

In addition to broadening its business, MHD is also very keen to contribute what it can to society in the spirit of corporate citizenship. During the Indonesian tsunami in 2005 and the Wenchuan earthquake in 2008, both the company and employees acted quickly in donating during these times of need. Some members of its teams even went to the front line of the earthquake area to volunteer. In 2008, it worked alongside MH Global to build a Spring Buds primary school in Sichuan and committed itself to provide follow-up support. Over the years, it has also assisted the LVMH Group to carry out the LVMH Asia Scholarships in China Europe International Business School, offering students the opportunity to undertake a study and training trip to Moët Hennessy Maisons.

Daxue Consulting Market Study in China


Picture Source: Moët Hennessy Diageo