Louis-Vuitton (LVMH)-owned winemaker Château d’Esclans and spirits-focused blockchain marketplace BlockBar launched an NFT edition of the winemaker’s famed Garrus rosé on Monday.
“Château d’Esclans makes history with the first-ever sale of a barrel of Garrus using our new innovative leaderboard technology, exclusively on BlockBar,” said the announcement from the wine and spirits NFT platform. “As the first rosé on BlockBar, this single barrel is presented to wine collectors and enthusiasts who will have the opportunity to purchase a quarter barrel (equivalent to 150 L = 200 x 750ML bottles) of Garrus, Château d’Esclans 2023.”
Château d’Esclans launches NFT Garrus Rosé bottle with BlockBar
According to the Château d’Esclans website, Garrus rosé is made from a vineyard with 100-year-old wines and fermented in new oak barrels, making it the vineyard’s ‘best wine’.
Buyers of the Garrus rosé NFT can choose from three select bottle sizes: Magnums, Jeroboams or the massive 1.5-gallon Methuselah.
In addition, buyers will receive a VIP tour of the winery and vineyards together with three guests in September. They will have lunch with the winery’s founder, Sacha Lichine, or vice president Paul Chevalier, while their names are etched on a barrel.
Château d’Esclans makes 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 enthusiasts who have the opportunity… pic.twitter.com/vVfdNiLKKt
— BlockBar (@BlockBar) May 13, 2024
Bidding for a share of the sought-after NFT Garrus rosé bottle starts at $22,000 and closes on May 31.
In 2019, LVMH bought a 55% stake in Château d’Esclans, although the amount is not disclosed.
Louis Vuitton is expanding into Metaverse and NFTs
LVMH’s investment in the NFT-linked winery marks one of the latest ventures in the long and storied history of luxury digital product development on the Internet3.
In August 2021, the luxury giant unveiled a free-to-play NFT offering called Louis: The Game. The game taught players about the brand while giving them digital rewards.
In January 2022, LVMH CEO Bernard Arnault further highlighted the fashion house’s focus on its metaverse expansion, claiming it could have a “positive impact” if “done right.”
In June 2023, the company launched its VIA project, intended exclusively for Web3 applications, alongside a $41,000 digital chest modeled after the iconic LV trunk, aptly named ‘The Treasure Trunk’.
A company statement at the time said the project was “designed for those who want to journey through new dreams and new realities, collecting unique creations along the way.”
Most recently, the company announced the sale of its NFT-linked varsity jacket for its VIA NFT holders as part of a partnership with record producer Pharrell Williams.
The partnership between BlockBar and LVMH-owned Château d’Esclans may indicate a growing desire to merge Web3 technologies with the luxury food and beverage sector.