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LVMH-owned Hennessy, Alibaba's Tmall team up in online collaboration

Moët Hennessy, a wine and spirits company owned by Paris-based multinational luxury goods conglomerate LVMH Moët Hennessy Louis Vuitton SE, is collaborating with Tmall to boost its luxury liquor offerings via an online platform, China's Jing Daily reported.

Tmall is a business-to-consumer marketplace owned by Chinese e-commerce platform Alibaba Group Holding Ltd.

The partnership aims to cater to rising consumer demand and will also boost the data collaboration between Moët Hennessy Diageo China and Alibaba, in which Alibaba will grant access to its database to provide insights into Chinese consumer behaviors.

The collaboration includes plans for "new retail" initiatives, marketing and communication, and intellectual property, according to the report.