Comte de Monte-Carlo and Baron de Monte-Carlo at World Caviar Awards 2026

10 November, 2026

Our licensed Champagne and wine brands will return as major sponsors of the World Caviar Awards through SMGS, continuing an established relationship as the event’s third edition comes to the Alcazar in Paris on 12 November 2026.

The next chapter in our brands’ association with the World Caviar Awards will unfold in Paris. Comte de Monte-Carlo and Baron de Monte-Carlo, both part of the Monte-Carlo Lifestyle portfolio and licensed to SMGS, will feature among the major sponsors of the 2026 edition.

This participation builds on a relationship that has accompanied the awards since their creation. Through SMGS, our Champagne and wine brands will once again be represented in a programme that brings together the people who produce, select and serve food and drink.

From the portfolio to the table

For a licensed food and beverage brand, an event partnership takes on particular meaning when the product has a clear place in the guest experience. At the World Caviar Awards, Comte de Monte-Carlo will feature both in the sponsor line-up and on the dinner menu.

Its Champagne is listed with the chocolate dessert and Rova caviar from Madagascar, as well as with the mignardises and after-dinner service. These moments give guests an opportunity to encounter the brand through the product itself, as part of the evening’s culinary programme.

Baron de Monte-Carlo, our French wine brand licensed to SMGS, joins Comte de Monte-Carlo among the major sponsors. SMGS is also credited on the menu for the supply of white Châteauneuf-du-Pape, Côte-Rôtie and white Saint-Joseph wines across several courses.

An established collaboration

Based in Monaco, SMGS promotes and distributes Comte de Monte-Carlo Champagne and Baron de Monte-Carlo French wines under licence from MCL. Its continued support for the awards connects this work with an audience of producers, chefs, traders, journalists and partners.

For Monte-Carlo Lifestyle, that continuity is the central story. It shows how a licensing relationship can develop a presence around the occasions that suit its products, with the licensee bringing category knowledge and an established event relationship to the collaboration.

The choice of setting also reflects the complementary roles of the two brands. Champagne and French wines have their own identities within our portfolio, while sharing a connection to dining, hospitality and the pleasure of gathering around a table. The awards provide a context in which those connections can be experienced directly.

On 12 November, the Alcazar will host the third edition of the World Caviar Awards. We look forward to seeing Comte de Monte-Carlo and Baron de Monte-Carlo represented through SMGS as this continuing partnership reaches its next edition.