Alexandre Arnault (center) with his father, LVMH Chairman Bernard Arnault (left)|alexandrearnault|Instagram

In a major reshuffle at luxury conglomerate LVMH, led by one of the world’s richest men, Bernard Arnault, his 32-year-old son Alexandre Arnault is stepping up as deputy chief executive of Moet Hennessy.

Alexandre was previously the No. 2 at Tiffany & Co., leading flashy marketing campaigns and product overhauls involving music celebrities Jay Z, Beyonce, and more.

However, Alexandre faces huge hurdles. LVMH’s wines-and-spirits business reported the sharpest sales decline in Q3, with champagne shipments plummeting 14% in the first eight months of 2024 and cognac sales shrinking in the US and China.