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LVMH PR lesson: Russia Sanctions Test Moët Hennessy

Updated: 6 days ago

The other day, I was reading a forum where visitors were discussing luxury shopping. A few Russians shared their experiences - some are still unable to buy anything with a Russian passport or bank card, while in certain boutiques, they can now shop with ease.


- They’ve finally figured out who’s footing the bill, - one forum participant gleefully remarked.

Russia’s role as luxury consumers might seem more significant than it actually is - just take a look at the geographic distribution of revenue in brand and group financial reports. Yet, in the current environment and amidst a crisis where blame is cast on everyone and everything - global conditions, shifting consumer preferences - but rarely on the policies of brands and companies that thought they were riding the wave, only to be swept under it - every consumer counts.


When I read such news, two thoughts come to mind:


  1. I understand that restrictions can almost always be bypassed if someone is determined enough. All you need is a resourceful lawyer. But in doing so, people and companies forget the purpose of sanctions - they are a form of diplomatic defense, intended to prevent the need for physical defense. As a Ukrainian, I can say it for sure.

  2. The lightning-fast response from LVMH and Moët Hennessy stands out to me (I couldn’t find any official press release on their websites). Take note of the tone in their response - the issue was acknowledged immediately, even though the comment came on the same day that LA LETTRE published its investigation.


This swift response reveals that:


  • The chain of events was already well-known, even without the investigation

  • The comment (and as we know, LVMH rarely comments on incidents, especially negative ones) was also intended to protect the company in case regulatory bodies scrutinize any violations


As a one working with PR, I see this as another example of poorly handled crisis communication. Once again.


How could the response be improved? The pattern is the same like in any crisis communication:

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