SNEAK PEEK
- Château d’Esclans and BlockBar introduce an NFT edition of the renowned Garrus rosé.
- Buyers receive exclusive perks, including a VIP tour and a lunch with the winery’s founder or vice president.
- LVMH continues to expand into Web3 technologies with this innovative venture.
Château d’Esclans, owned by Louis Vuitton Moët Hennessy (LVMH), and BlockBar, a blockchain marketplace, has launched an NFT edition of the renowned Garrus rosé. This marks a significant step as Château d’Esclans becomes the first to sell a barrel of Garrus using BlockBar’s innovative leaderboard technology. According to Château d’Esclans, the Garrus rosé is crafted from 100-year-old vines and fermented in oak barrels.
This prestigious wine is now available as an NFT on BlockBar, allowing collectors to purchase a quarter barrel, equivalent to 150 liters or 200 bottles of the 2023 vintage. Buyers can select from three bottle sizes: Magnums, Jeroboams, or the substantial 1.5-gallon Methuselah. Purchasers of the Garrus rosé NFT will receive more than just wine. They will be invited for a VIP tour of the winery and vineyards in September, accompanied by three guests.
Château d’Esclans is making history with the first-ever sale of a barrel of Garrus using our new innovative leaderboard technology, exclusively on BlockBar.
As the first rosé on BlockBar, this single barrel is presented to wine collectors and aficionados who have the opportunity… pic.twitter.com/vVfdNiLKKt
— BlockBar (@BlockBar) May 13, 2024
Additionally, they will have lunch with the winery’s founder, Sacha Lichine, or Vice President Paul Chevalier and have their names etched on a barrel. Bidding for the NFT starts at $22,000 and will close on May 31. LVMH’s investment in Château d’Esclans and this NFT initiative highlight the company’s ongoing venture into Web3 technologies. In August 2021, LVMH introduced “Louis: The Game,” a free-to-play NFT offering.
By June 2023, they launched the VIA project, featuring a $41,000 digital chest. Recently, LVMH announced the sale of an NFT-linked varsity jacket in collaboration with Pharrell Williams. This partnership with BlockBar may signify a growing trend of integrating Web3 technologies into the luxury food and beverage sector.
The collaboration between Château d’Esclans and BlockBar is a notable example of merging traditional luxury with innovative digital solutions. This initiative not only offers wine collectors a unique product but also enhances their experience with exclusive perks. As LVMH continues to explore the metaverse, it sets a precedent for luxury brands to embrace and integrate emerging technologies.
