Moët Hennessy Diageo Appoints W Communications as PR Partner for Singapore Luxury Portfolio

Moët Hennessy Diageo (MHD), the global leader in luxury wines, spirits and Champagne, has appointed W Communications to oversee public relations and communications across its entire portfolio of prestigious brands in Singapore. The announcement marks a significant milestone for both the drinks group and the agency, reinforcing a growing emphasis on tailored market engagement in one of Asia’s most dynamic luxury consumption hubs.

Under the new partnership, W Communications will assume responsibility for strategic brand storytelling, traditional and digital media relations, influencer engagement, and local event amplification for MHD’s roster of iconic labels. These brands include Hennessy, Dom Pérignon, Cloudy Bay, Chandon, Veuve Clicquot, Ruinart, Krug, Belvedere, Whispering Angel, Armand de Brignac, and Minuty — names that together represent some of the world’s most celebrated luxury beverages.

A Strategic Appointment for a Premium Market

The decision to bring W Communications on board reflects MHD’s intent to fortify its presence in Singapore, where consumer demand for heritage luxury brands continues to grow. Singapore, a major regional hub for affluent consumers, hosts a sophisticated audience that values craftsmanship, quality and experiential engagement — characteristics that align closely with the identities of MHD’s Maisons.

Robin Chang, General Manager of W Communications APAC, described the appointment as both “a privilege and a pleasure,” highlighting the resonance of these brands in celebratory and lifestyle occasions. “These are brands that have defined celebrations for generations,” Chang said, pointing to the sensory and cultural connections consumers have with the products, from the pop of a Veuve Clicquot cork to the nuanced heritage of Cognac.

The scope of the agency’s mandate is broad and strategically important. By managing narrative development and external engagement across diverse channels — from traditional press to influencer communities — W Communications will play a vital role in shaping how MHD’s brands are perceived and experienced in Singapore’s competitive luxury market.

Early Collaborations and Launch Initiatives

Although the official appointment was recognized in early 2026, the collaboration between MHD and W Communications began informally at the end of 2025, with a sequence of high-profile activations. One of the first initiatives was a celebration of Cloudy Bay’s 40th anniversary in Singapore, marked by an exclusive dinner event at AIR CCCC in the Dempsey district. This event served not only as a commemorative moment for the New Zealand winery’s milestone but also as an early showcase of the creative and experiential approach that W Communications will bring to MHD’s portfolio.

Following this, the agency supported the local launch of Dom Pérignon’s 2025 collaboration with internationally recognised Japanese artist Takashi Murakami. This immersive pop-up experience was one of only three global activations for the project and was positioned to attract key media figures and influential tastemakers in Singapore’s cultural scene.

These early successes underline W Communications’ ability to work across luxury sectors — blending brand heritage with contemporary experiences that resonate with local audiences while retaining global relevance.

W Communications’ Growing Footprint

The win with Moët Hennessy Diageo adds another prestigious account to W Communications’ expanding luxury and lifestyle portfolio in the Asia-Pacific region. The agency offers integrated services spanning communications strategy, creative activations, and digital marketing — including influencer-centric initiatives. A notable development in this area is the launch of HelloFranses! Asia, an influencer marketing arm designed to place creators at the heart of storytelling and campaign execution.

HelloFranses! Asia has already been active in the region, aligning brands with influential content creators and public figures to drive deeper engagement through authentic narratives. This focus on creator-led activation reflects broader trends in luxury marketing, where audiences increasingly seek experiences and social resonance as much as product quality.

The appointment also underscores W Communications’ broader ambitions to deepen its market presence and influence in Singapore and beyond. With Singapore serving as both a regional economic hub and a trendsetting market for luxury goods, the MHD partnership places the agency at the forefront of premium communications in Southeast Asia.

Market Implications and Outlook

For Moët Hennessy Diageo, this strategic move aligns with a continued focus on storytelling that not only amplifies brand visibility but also reinforces heritage and craftsmanship in local contexts. Tailored communication strategies are increasingly essential as luxury brands navigate evolving consumer preferences, digital media landscapes, and a competitive experiential economy.

W Communications’ appointment also highlights the growing importance of integrated PR and influencer strategies in driving brand engagement, particularly in markets where digital and social influence play a critical role in purchasing behaviour. As luxury consumption patterns shift — especially among affluent millennials and Gen Z consumers — communications partners like W Communications will be crucial in bridging global brand narratives with local cultural nuances.

Overall, this partnership signals a concerted effort by Moët Hennessy Diageo to elevate its brand communication in Singapore, leveraging W Communications’ regional expertise to shape compelling, culturally attuned narratives that resonate with both traditional media and modern digital audiences.