Louis Vuitton Needs a Drink

LVMH announced today that they're investing in Wenjun, a Chinese brewing company that makes "baiju," a white grain alcohol that - according to our fr
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LVMH announced today that they're investing in Wenjun, a Chinese brewing company that makes "baiju," a white grain alcohol that - according to our fr
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LVMH announced today that they're investing in Wenjun, a Chinese brewing company that makes "baiju," a white grain alcohol that - according to our friend, the bartender - is somewhere between sake and vodka, and is incredibly strong. At first glance, the move seems a little strange - Why does a luxury fashion company want to run the booze market? But remember, the "MH" after "LV" stands for Moet Hennessey, so spirits are part of the company's core. And there's another thing to think about with the news: Louis Vuitton's influence on global luxury trends is huge. Without them, logo accessories would be unacceptable, the apocalyptic layering of Marc Jacobs might still be obscure, and Murakami would just be a cute cartoonist in Japan. So, if by the fall, everyone in New York is drinking some trendy cocktail made from baiju, all we're saying is, don't be surprised. (note: we know the LV cigarette case has nothing to do with the post; we just can't believe they made one...)