EXCLUSIVE INTERVIEW WITH TRENT FRASER
Mr. Trent Fraser is the Vice President of Don Perignon Champagne at LVMH Wine & Spirits. LVMH is one of the top wine and spirits companies in the world, owning 20 brands, including Moet & Chandon, Krug, Veuve Clicquot, Hennessy and Château d’Yquem. Fraser has 14 years of international wine industry experience, and he graduated from the University of South Australia (before you ask, yes, he’s Australian).
Why the champagne business?
It was somewhat serendipitous as I have been a wine and champagne geek, collector and advocate for the longest time. I’m incredibly lucky and humbled to work in the field that I love and am so passionate about.
How does Dom Perignon continue to stay on top?
Firstly, the product itself is the most critical component, as our Chef De Cave ensures only the greatest wines from the greatest vintages are declared and released. From a brand perspective, we try to balance the right mix of edge and positioning. We are always true to our DNA and codes but continue to push boundaries and take risks.
Favorite part of your job?
Of course the exposure to so many different vintages, but equally the amazing people I get to meet along the way.
How do you continue to innovate as a champagne company?
I think a good example is how we utilize our communication platform, as it’s built around the power of creation. As Dom Perignon was the original creator of champagne, we celebrate that and bring it to life through collaborations such as Andy Warhol, David Lynch and Jeff Koons.
How do you like your coffee?
Being Aussie, I take my coffee very seriously, and love my French press at home and iced coffee from Blue Bottle in New York.
What are some key traits that a person in your position must possess?
You definitely need a deep understanding of luxury. With that comes a need for strategic thinking, a great deal of planning and meticulous precision.
Best piece of advice for any young business professional starting their journey in the workforce?
Network hard, hustle always and be kind and honest.