As the Director of Experiential Relationships at Moët Hennessy, Yunice Emir, drives campaigns from the front. She drives meaningful collaborations to advance Moët Hennessy’s market positioning consciously for their target market. Storytelling is a key aspect of what she does in the luxury marketing segment and with every new campaign, she adds yet another feather to her cap.

At the recent Fashion Scholarship Fund’s Annual Gala, you led MHUSA’s social impact engagement strategy. That sounds really interesting. Could you tell us more about your role in this event?

I have the privilege of not only leading MHUSA’s social impact engagement strategy and involvement but am grateful to work with our incredibly talented teams to celebrate, amplify and educate people on our vast portfolio of exceptional brands. In my role, I help identify meaningful opportunities for internal and external collaboration–and I’m most inspired by the opportunities that allow us to pour into and celebrate the next generation and to celebrate those paying it forward as they also reach back to help others.

Image: Karlie Kloss (L), Yunice Emir (R)

Image: Yunice Emir (L), Ashley Graham (R)

We were thrilled to return to support this year’s Fashion Scholarship Fund’s Annual Gala, along with our parent company LVMH, and a few of our sister brands. The festive event celebrated 127 scholars who received a joint award of over $1 million in scholarships. My undergrad degree is in fashion marketing, so this and similar programs have a special place in my heart!

Image: Yunice Emir (L), Emma Grede, Founding Partner, Skims (R)  

What are some strategic partnerships you have created for MH?

My role is unique in that I get to support partnerships and collaborations from a portfolio perspective, which focuses on brands across Maisons. I get so excited when I remember that the essence of my role is to inspire and encourage people to collaborate and celebrate! From the seemingly small moments to the monumental—all are worth celebrating and why not celebrate with the BEST brands in the industry!

To name a few more recently activated initiatives which speak to our authentic connection to relevant cultural and celebratory moments:

Moët Hennessy Celebrates Anniversary of Hip-Hop With Dapper Dan at the Marc Jacobs flagship store in NYC - This celebration of culture and Hip Hop’s 50th anniversary spoke to the heritage of our LVMH brands and brought to life our commitment to equality. The idea originated with the Head of IDE at LVMH Corey Smith, and it created an opportunity for collaboration across teams to show our collective commitment to crafting experiences and celebrating culturally significant moments. I was able to work with Corey and our MHUSA IDE team to bring this vision to life, tying in Belvedere, Hennessy, Moët & Chandon, and Armand de Brignac for a special toast to celebrate this monumental cultural moment.

In collaboration with others from the LVMH family, Moët Hennessy USA returned to support the Fashion Scholarship Fund’s Annual Gala this year to celebrate the scholarship recipients and mentors who devote their time and expertise to advancing fellow fashion enthusiasts.

This year, Moët Hennessy USA sponsored the National Cares Mentoring Movement Inc gala to honor and celebrate the mentors encouraging and propelling the next generation. I am beyond proud of the evolution of our collaboration, which began when I was at The Coca-Cola Company.

Led by my colleague Destiny Denton from our flagship sister brand Louis Vuitton, Moët Hennessy USA supported the Black Sports Business Symposium whose mission is to support and empower Black professionals in the sports industry. I had the honor of participating on an engaging panel titled “Luxury Fashion’s Impact on the Sports Industry,” which also featured LVMH’s head of IDE Corey Smith. The panel focused on the evolution of professional sports’ impact on luxury fashion and how what today’s athletes wear impacts our broader culture.

Image: Yunice Emir at the Black Sports Biz Symposium with Da’Vinchi, Destiny Denton and Corey Smith.

Who is MH’s main target market? How do you engage with them?

Each of our brands is rooted in its own special identity and appeal to those who connect to them in their own unique way. Our goal for each of our brands is to always show up authentically to cultivate and celebrate meaningful connections that have a positive impact.

What are some unique things MH is doing on social media right now?

We’re very excited about the launch of Moët Hennessy USA’s first-ever podcast – engageMH: The Power of Mixing Podcast, which was created by our Trade Engagement & Advocacy team. The podcast uniquely invites wine and spirit enthusiasts, business leaders, and industry professionals on a journey through the world of Moët Hennessy's luxury portfolio. The team dives into the fascinating stories and heritage of our coveted brands, reveals insight from industry leaders, and shares tips on how to craft delicious cocktails like a pro. It really brings Moët Hennessy USA and our brands to life in an innovative way.

What is a memorable MH campaign that you can tell us about?

A few come to mind, and I have several favorites from recent campaigns across the portfolio including Veuve Clicquot’s 250th Anniversary ‘Good Day Sunshine’ Campaign, Belvedere's Global Campaign Starring Daniel Craig, however, Hennessy’s ‘Never Stop Never Settle’ campaign has a special place in my heart as it embodies the essence of my life mantra–resilience, tenacity, and perseverance. The campaign brings to life the themes of pushing the limits of potential and pioneering innovation through the stories of extraordinary individuals. The sentiment of the campaign is relevant to any industry and individual, no matter where they come from or where they are.

How do you connect with the consumer’s mindset and yet maintain a luxury appeal?

Through intentional collaboration, we bring celebrations of culture and community to life to elevate the artful craftsmanship of our brands. Importantly, the people behind our brands are both preserving a rich heritage and history of luxury while also forging paths forward to appeal to and inspire people today and beyond.

Tell us more about Cravan, Moët Hennessy’s new cocktail bar in Paris’ Left Bank. What was the thought behind this bar?

CRAVAN is Moët Hennessy’s latest business venture in the space of luxury hospitality and sophisticated cocktails. CRAVAN builds on Moët Hennessy’s Maisons’ decades of knowledge in crafting incredible experiences for consumers around the world.

CRAVAN consists of five floors within a spectacular typical Parisian building from the 17th century, reimagined by Belgian designer Ramy Fischler. Parisians and visitors can experience different ambiances inspired by art, fashion, cinema, or literature across three cocktail bars, as well as a Rizzoli bookstore curated by CRAVAN. The top floors house a by-invitation-only private atelier and mini Parisian kiosk, perched on the building’s rooftop, where movies will be screened on warm summer nights. It’s truly a magical place!

[[relatedPurchasesItems-61]]

Tell us more about Change Now 2023. Living Soils, Living Together seems to be one of the most important programs at Change Now. What were some key takeaways from this event?

The World Living Soils Forum is a unique event designed to share and promote concrete solutions and actions for sustainability. Organized by Moët Hennessy, its first edition in 2022 brought together a large community in an effort to preserve and regenerate the soil.

In 2023, Moët Hennessy and ChangeNOW partnered to extend the reach of the World Living Soils Forum. The association of their expertise is an opportunity to scale up and deploy concrete solutions quickly.

Are there any new product lines or innovations that MH is coming up in 2023-24?

We have many exciting and memorable launches slated for the rest of 2023 and 2024, and I’m thrilled to partner with my amazing colleagues to bring to life, amplify and celebrate these new developments. Stay tuned!

In conversation with Malvika Patel, Editor and VP, Beverage Trade Network