It’s an immutable fact that champagne is synonymous with celebration. Throughout its history, Moët & Chandon has introduced new ways to celebrate. The brand was the first to christen ships with a champagne bottle and introduced the ritual of spraying champagne on the Formula 1 winner’s podium. It also invented the iconic champagne pyramid – a cascading tower of glasses that adds theatrical flair to any gathering. Although many have joined the champagne train since then, Moët is the reason good times are incomplete without some French bubbles.
For over 281 years, Épernay’s finest has been at the forefront of celebration and innovation, defining what it means to mark life’s memorable moments with style. Founded in 1743 by Claude Moët, the Maison quickly became renowned for its exceptional champagne, earning a place in royal courts and prestigious events worldwide. From fashion to sport and cinema, through every glass poured, Moët & Chandon captures the essence of joy, unity, and the timeless allure of shared experiences.
Moët & Chandon’s Sibylle Scherer’s recent visit to South Africa marked the first in her role as CEO and President, but this was not her first time here. To celebrate Champagne Day, award-winning South African designer Thebe Magugu hosted a dinner – along with eight other African creatives in their respective countries, including Ghana’s Christie Brown and Amina Abdi Rabar from Kenya – that was a celebration of art, craftsmanship, and savoir-faire.
Eight years after sitting down with its cellar master, Benoit Gouez, YourLuxury Africa’s managing editor Lerato Tshabalala shared a glass of bubbles with Sibylle while discussing insights on Moët & Chandon’s legacy, the importance of cultural collaboration, and the Maison’s commitment to sustainability.
Tell us about your visit to SA for Champagne Day. What does it mean for Moët & Chandon?
Sibylle: Moët & Chandon has always been rooted in craftsmanship, and each bottle of champagne is the result of centuries-old techniques combined with modern creativity. The theme for the event, ‘Endless Creativity in Craftsmanship’, speaks to our commitment to blend tradition with innovation. This year, we wanted to honour African artistry, which is why partnering with Thebe Magugu felt so fitting. His designs – inspired by his family and his visit to Épernay – embody a fresh perspective on savoir-faire. His work reflects that fusion of tradition and modernity that we hold dear at Moët & Chandon. This balance of tradition and forward-thinking is guided by our principle of the “15-minute lead,” a concept introduced by our leader, Robert-Jean de Vogüé. It reflects our commitment to staying ahead of the curve while honouring our heritage and connection to the land. This blend of old and new resonates particularly well here in South Africa, where tradition and modernity coexist so beautifully.
Moët & Chandon is known for its love of celebrations – large and small. What role does the brand play in fostering these moments?
Celebration is indeed at the heart of Moët & Chandon. We believe in elevating moments, whether big or small, into something truly special. Our champagne connects people on an emotional level, and that’s something I cherish. It’s about creating meaningful, authentic experiences that resonate deeply with people. Everything we do is about human connections because we recognise that now more than ever we need these moments of togetherness.
Sustainability has become a cornerstone of Moët & Chandon’s mission. Could you share more about the Natura Nostra initiative?
For us, sustainability isn’t just an initiative — it’s woven into our DNA. As the number one champagne brand globally, we recognise our responsibility to care for the land that has given us so much. Through our Natura Nostra programme, we’re working to restore and protect biodiversity by planting 100km of hedges and bushes throughout our vineyards. These hedges serve as natural habitats for birds, insects, and other wildlife, helping to restore a balanced ecosystem that supports both the land and our grapes. The health of the soil is incredibly important to us, as it’s the foundation of everything we do. By creating these natural corridors, we’re not only fostering a vibrant ecosystem but also helping to prevent soil erosion and improve water retention, which in turn enhances the quality of our grapes.
In addition to Natura Nostra, we have another significant project called Essentia, which I like to refer to as our “living library” of grape varieties. We’ve collected nearly 2 000 ancient grape varieties from the Champagne region, planting them in a dedicated area where we can observe how they respond to today’s climate challenges. By studying these historical varieties, we’re gaining insights that could help us adapt our vineyards to future conditions, ensuring that we can continue to produce exceptional champagne even in the face of climate change.
As the world leader in champagne, why is it important to share this knowledge with the industry?
Sustainability at Moët & Chandon is also about sharing our knowledge with the wider Champagne community. Historically, we’ve always believed in generosity and collaboration. In fact, Moët & Chandon played a pioneering role in the fight against phylloxera (a plague that damages the grapevine and eventually destroys the plant) in the late 19th century, developing solutions and sharing them with other vineyards to save the Champagne region. This resulted in the establishment of our Fort Charbol Institute, the first practical school of viticulture. Today, that spirit of collaboration continues as we work with local communities, researchers, and environmental groups to find sustainable solutions for everyone in Champagne. We also believe that luxury must go hand-in-hand with sustainability. Consumers are discerning; they care deeply about how products are made and the impact they have on the world.
You come from a luxury fashion background. How has this experience influenced your approach today?
I was the President of Merchandising, Consumer Marketing and Branding at DFS Group in Hong Kong, and this taught me the importance of craftsmanship and the art of creating meaningful products. In fashion, as with champagne, authenticity and attention to detail are everything. Transitioning to Moët & Chandon was like coming full circle, as I’ve always admired the Maison’s connection to nature, beautiful things, and the creative process behind each bottle. Working here has deepened my appreciation for sustainability.
Moët & Chandon recently hosted eight African creatives in Épernay. Could you share the inspiration behind this collaboration?
The African market is special to us, and we wanted to create a cultural exchange that would honour both our heritage and African artistry. Bringing these creatives to Épernay allowed them to experience the heart of Moët & Chandon, and to understand the craftsmanship and dedication behind each bottle. This collaboration is about mutual respect and learning. Our partnerships with artists from Africa honour this shared philosophy, combining timeless craftsmanship with fresh, contemporary perspectives. This approach embodies the essence of Moët & Chandon — a brand that respects its origins while constantly evolving for the future. The African creatives we invited toÉpernay are friends of the brand; we’re a family.
How do you define luxury?
Luxury today is about experiences rather than just physical possessions. It’s about craftsmanship, authenticity, and the story behind what you’re enjoying. For me, luxury is about creating memories and sharing special moments with others. Moët & Chandon is perfectly positioned in this respect, as champagne is something that brings people together. It’s not just about drinking bubbles; it’s about the emotions and experiences that come with it. And, of course, sharing a glass of champagne with friends and loved ones is always a luxury I cherish. At Moët & Chandon we believe that life is better when shared. It’s these simple, beautiful moments that make life extraordinary. That’s what true luxury means to me.
