WE ARE CRAFTING THE FUTURE OF SPIRITS IN LUXURY
Our Mission
Angel Strategy partners with brands to unlock their full potential through a holistic, innovative approach grounded in financially sustainable models.
Our beliefs
For Spirits brands, success starts with a deep understanding of their stock's inherent value. This foundation helps ensure that a brand's history is woven into its strategy while optimizing cash flow and finances.
The winning brands will be those that craft a strategy from stock to consumer, using liquid-driven marketing that celebrates quality, innovation, and heritage, not just flashy partnerships or packaging.
Our Expertise
We are more than consultants, we are true partners guiding brands across all facets of Strategy: Financial Modelling, Stock Management, Marketing, Sales. With a unique expertise in Private Sales.
A Record-Breaking Approach
A proven approach honed over 15 years at LVMH.
Our unique methodology culminated in a World Record in 2022 (19M€ - Ardbeg Cask 3)
ANGEL STRATEGY
Business Modelling
We’ve developed a cutting-edge model that covers Spirits Stocks, Investments, Distillation and Sales plans.
We support brands in shaping a financially sustainable model for the next 20 years, with full visibility on future profitability, cash flows and stock evolution in volume and value.
Key services:
Dashboards | Long-Term Planning | Advanced Stock Modelling | Full Business Plan | ROCE by Product
Marketing & Sales Strategy
We are expert in developing luxury strategies, from brand positioning to execution.
Our holistic approach helps brands craft a strategy from stock to consumers, using liquid-driven marketing that celebrates craftmanship, innovation, and heritage over superficial trends.
Key services:
Brand Positioning | Luxury Pipeline | Bespoke Programmes | Developing Sales Opportunities
Prestige & Private Strategy
Developing a Prestige Business requires a unique set of expertise and very specific ways of working. We partner with brands from crafting the best offering to private client servicing.
We spearheaded the establishment of LVMH Single Malts Business Unit and created a unique methodology.
Key services:
Crafting made-to-measure offering | Building a Consumer Journey | Unlocking capabilities | Recruiting Private Clients | Crafting experiences
360 SERVICES
The Genesis
Angel Strategy was founded by Alexis de Labarthe.
His journey into the Spirits world began through finance, first within the markets and later as Financial Planning & Analysis Director at a prestigious Maison in LVMH, during a transformative period when the strategy was being reimagined. He developed cutting-edge models that became best practices at Moet Hennessy.
This deep-dive into the business model revealed the immense luxury potential within the Spirits sector, sparking a desire to go beyond advising. LVMH gave him the opportunity to actively shape a business and bring his vision to life.
In 2019, he spearheaded the establishment of LVMH Single Malts' Prestige Business Unit, creating a pipeline, launching new programs, and building a multi-million-euros business, culminating in a World Record in 2022 (19m€ for the sale of Ardbeg Cask 3).
Blending analytical acumen with creative vision is critical in the World of Spirits. This is why he founded Angel Strategy.
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Alexis DE LABARTHE
Founding Partner
Our Clients
We support every stage of your development, from building a first business plan to elevating historical brands.
Here are examples of what we can do. Let us know what your needs are.
Early Stage: Laying the Foundations
BUSINESS MODELLING
Build your Business Plan
Craft a long-term Strategy
Design your dashboards
MARKETING & SALES
Brand Positioning
Build a Pipeline
Distribution Strategy
PRESTIGE & PRIVATE
Build a Strategy
Unlock capabiliies
Find early adopters
Rising Stars: Unlocking Potential in Luxury
BUSINESS MODELLING
Value your assets
Optimise your Spirits Stock
Analyse your financials
MARKETING & SALES
Refine your Strategy
Develop Luxury Offering
Develop Programmes
PRESTIGE & PRIVATE
Develop a Prestige Strategy
Design a consumer journey
Unlock Capabilities
Historical Brands: Prestige & Private Sales
BUSINESS MODELLING
Analyse your Model
Optimise your Sprits Stock
Focus on Value Creation
MARKETING & SALES
Challenge existing plans
Create new opportunities
Elevate Luxury Status
PRESTIGE & PRIVATE
Develop a Private Business
Design a consumer journey
Nurture a client database