Louis Vuitton’s Château d’Esclans and BlockBar Launch $22,000 NFT Rosé Barrel

Louis Vuitton’s Château d’Esclans and BlockBar Launch $22,000 NFT Rosé Barrel

Château d’Esclans, the prestigious winery owned by Louis Vuitton Moët Hennessy (LVMH), has partnered with BlockBar @BlockBar, a blockchain marketplace specializing in authenticated wines and spirits, to introduce an exclusive NFT edition of their renowned Garrus rosé. This innovative venture marks the first-ever sale of a barrel of Garrus using blockchain technology.

Château d’Esclans is breaking new ground by offering a barrel of its prized 2023 vintage Garrus rosé as an NFT. This barrel will be divided into quarters, with each quarter equating to 150 liters or 200 standard 750ml bottles. Collectors have the option to bottle their wine in various formats, including Magnums, Jeroboams, or the impressive 1.5-gallon Methuselah.

Beyond owning a piece of this exclusive vintage, buyers of the Garrus rosé NFT will enjoy a VIP experience. This includes a tour of the Château d’Esclans winery and vineyards in September, accompanied by three guests. The visit features a tasting session, a lunch with either the winery’s founder, Sacha Lichine, or Vice President Paul Chevalier, and the unique privilege of having their names etched on a wine barrel.

Auction Details

The auction for this unique NFT will be conducted using BlockBar’s innovative leaderboard technology. Bidding starts at $22,000 and will conclude on May 31, 2024. Successful bidders must choose their preferred bottle format by June 21 and decide whether to store the wine at BlockBar’s facility for potential resale or to collect it directly from Château d’Esclans in Provence.

LVMH’s Foray into Web3

This collaboration signifies LVMH’s continued expansion into the Web3 space. In recent years, the luxury conglomerate has launched several digital initiatives, including “Louis: The Game” in August 2021 and the VIA project in June 2023, which featured a $41,000 digital chest. The company also released an NFT-linked varsity jacket in collaboration with Pharrell Williams.

Château d’Esclans and BlockBar: Pioneering the Future of Luxury

The partnership between Château d’Esclans and BlockBar highlights a growing trend of integrating blockchain technology with traditional luxury products.

Sacha Lichine created a global rosé revolution that has reverberated around the world, from Saint Tropez to Saint Barts. At Château d’Esclans, he reimagined the definition of world-class rosé. Jamie Ritchie of BlockBar noted

The innovation of auctioning a barrel of our finest rosé for the first time on BlockBar is very exciting. We look forward to welcoming the new owners at Château d’Esclans. Sacha Lichine added


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. The Château d’Esclans and BlockBar collaboration is a prime example of how traditional luxury can merge with cutting-edge digital solutions, offering new ways for collectors to engage with their favorite brands.

Subscribe to our Twitter and YouTube to stay up to date with the latest events and trends in the NFT market.

NFT Investor Course for Free!

We will teach you how to analyze trends and find NFT grails. You will figure out how to build an amazing collection of NFTs that will increase in value faster than the market over time.

Do you want this? Do you want this?