Louis Vuitton Needs a Drink

vuitton smoking case.jpg
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…)

posted by guest

May 17, 2007 12:11PM

ironic, since marc jacobs just got out of rehab...

posted by ashley

May 17, 2007 12:20PM

i thought that was a camera case!

posted by ashleydc

May 17, 2007 12:32PM

It also looks like the first series of iPod cases they made (back when the iPod was the size of a pack of smokes)

May 17, 2007 2:09PM

all i have to say is hooray baiju! but it does have a very distinct taste/smell which is very pungent and a little bit sweet, almost like gin. anyway i'll just cross my fingers and hope that i won't have to rely just on asian marts to have baiju

posted by mumu

May 17, 2007 2:10PM

posted by 80proof

May 17, 2007 2:40PM

Baiju is Asia's answer to vodka. It's just the Chinese name for the same thing as shochu (Japan) or soju (Korea). It's all distilled from rice. There are already many a trendy drink in Manhanttan, SF and LA made with it. The only difference btw. sake and soju is that sake is brewed, like beer, while soju is distilled. You can take any vodka drink and swap in baiju/soju/shochu.

posted by Lori

May 17, 2007 7:49PM

Is the case real? My mom got a LV knockoff cigarrette case from some vacation a few years ago. It's horrible.

posted by Severine

May 18, 2007 4:26AM

Just so you know, like all booze, baiju runs the gamut from cheap and nasty (kind of like cat pee) all the way to top shelf (reminscent of jasmine-infused gin). I've tried both straight up. It's something of an acquired taste.