Network Orchestration in Response to Customized Mass Markets of Premium Wines and Spirits

Abstract

This paper investigates the possible evolution of luxury brands supply chains based on an extended review of existing literature and on an indepth case study of the world leader in premium and super-premium wines and spirits brands, Moet Hennessy. This research is motivated by the continual growth of luxury consumption in a flat world (Friedman, 2005), a market driven by time to market and customization, but in which the analysis of the required supply chain is a neglected field of study. The analysis focuses on the possible application of the multi-level network orchestration SCM model to the premium wines and spirit market. First an overview of the literature and trends of the luxury market is given, followed by an overview of the evolution of supply chains for this market. Then, through the analysis, we illustrate the luxury goods SCM evolution and how it can be applied to Moet Hennessy. Finally, we analyze the applicability of the multi-level network orchestration model to the unique customized products market, the ultimate stage in luxury goods.