For the end of the year, the Maison places a bow on the neck of each bottle of Brut Impérial. The Bow Edition moves its signature from the bottle to the gift.
A tie is worn, a bow is given. Since 1886, according to the Maison, Brut Impérial, a cuvée born in 1869, has worn a black tie that has become, over generations, its most recognisable sign. A golden thread was added in the 1990s. For the 2026 holidays, Moët & Chandon replaces it with a large-format bow, in black, red and green. The Maison speaks of an evolution rather than a break: the bow borrows its vocabulary from Christmas ribbons.
The choice is read in the detail. A tie belongs to the bottle and designates it. A bow belongs to the person who gives, and can be enriched by what they add to it. The Maison has understood it this way: the Bow Pouch, a limited edition, is a pouch to personalise with pins. At the Atelier des Galeries Lafayette, a service engraves the recipient’s initials on the bottle. The signature remains the Maison’s, but it leaves room for a second hand.
The range is also tiered by recommended prices. The Giftbox, sold in mass retail, is €39.50. The bottle and its bow are €49.50 in wine shops and online, and the Bow Pouch €59.50. The box reproduces the bow motif without wearing it. The more personalised the object, the more it costs, and this is the only place where the commercial logic shows.
The Paris programme is precise. The Atelier occupies the first floor of the Women’s Fashion space at Galeries Lafayette Paris, from 10 November to 5 January 2027. Brut Impérial, Rosé Impérial and Grand Vintage 2016 can be found there dressed in the bow. The neighbouring restaurant The Wine Gate offers the three cuvées by the glass. La Brasserie Auteuil adopts the Maison’s codes in November and December. The Bow Edition goes on sale from 1 November in a selection of retail outlets, and in the Moët & Chandon Bars in Épernay.
The bow delivers what it promises: dressing. It says nothing of the wine beneath, and it is the cuvée, unadorned, that will have to carry the signature once the bow is undone.
Alcohol abuse is dangerous for your health. Consume in moderation.
Availability: from 1 November 2026. Atelier Galeries Lafayette: 10 November 2026 – 5 January 2027. Recommended retail prices: Giftbox €39.50 (mass retail) · Bow €49.50 · Bow Pouch €59.50 (wine shops and e-commerce).
Cette publication est également disponible en :
