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Brief Published: 8 May 2017

Clos19: Experiential Luxury E-Tail for Alcohol Brands


Clos19 is a new alcohol-focused platform owned by French luxury group LVMH. The e-commerce site taps into consumers’ transitioning appetite from products towards experiences with a mix of experiential and Contextual Commerce.

Aside from offering high-end wines and spirits from LVMH’s Moët Hennessy portfolio (brands include Ruinart, Dom Pérignon and Belvedere), the platform – whose central theme is ‘The Art of Hosting’ – also sells experiences. These range from alcohol tastings at the London Edition Hotel, to mixology classes at home, as well as travel. Trips include a two-day stay at the Dom Pérignon Atelier in Champagne, France, and a lightly mentioned trip to Antarctica – “augmented with Moët Hennessy’s wine and spirits".

A Journal section provides alcohol-related content including shoppable drink recipes (text and video-based recipes with product links underneath) and hosting-focused interviews (it’s currently broadcasting a conversation with UK party designer Fiona Leahy). It also includes encyclopaedia-style factual entries on alcohol properties and processes, such as ‘Are Old Vines Better?’ – also followed by product links.

The Gift section offers gift ideas and a customisation service including gift-box engraving, with a 24-hour delivery option available (see also Rapid Retail, Retail: Deliveries Innovations Update and New-Gen Fulfilment).

Clos19 is planning to expand its reach beyond the UK shortly with a German version of the site launching this summer, and other countries (yet to be disclosed) to follow.

See also Alcohol Concept Stores, Johnnie Walker’s Conversational Edu-Interfaces and Alcohol Packaging Trends 2016.