* LVMH Q1 like-for-like sales down 7 percent
* LVMH Q1 wines and spirit sales down 22 percent
* LVMH Q1 watches and jewellery sales down 41 percent
(Adds details, analyst, management quote, closing share prices)
By Astrid Wendlandt
PARIS, April 22 (Reuters) - LVMH, the world's biggest luxury group, suffered a 7 percent drop in comparable first-quarter sales, hit by sharp declines at its wines, spirits, watches and jewellery divisions. Earlier on Wednesday, LVMH denied it was in talks to sell its wine and spirits unit, attempting to quash speculation Diageo, the world's biggest alcoholic drinks group, was in the early stages of a 12-billion-euro ($15.51 billion) bid.
LVMH, which owns Dom Perignon champagne and fashion houses Louis Vuitton and Celine, moved away from its traditionally upbeat tone in spite of the consumer downturn, saying on Wednesday it faced an "exceptionally challenging environment."
Demand for cognac and champagne dropped in recent months while its top watch brand Tag Heuer and jewellery unit De Beers were hit by their high exposure to the U.S. market.
"There is not much to celebrate these days so the end- demand (for champagne) is not that great," LVMH Finance Director Jean-Jacques Guiony told analysts in a conference call.
LVMH made revenues of 4.018 billion euros ($5.19 billion) in the three months to March 31, slightly below average forecasts of 4.125 billion euros from a Reuters poll of nine analysts.
Like-for-like wine and spirit revenues dropped 22 percent to 540 million euros while comparable sales from watches and jewellery fell 41 percent to 154 million euros during the first quarter.
"I don't believe LVMH would sell that unit (wines and spirits) partly because it is a good cash generator and one of the two main pillars of the group," said Luca Solca, luxury analyst at Bernstein in London.
He added that LVMH's first-quarter figures were broadly in line with expectations, but jewellery, watches, perfumes and cosmetics were slightly below forecasts.
Perfume and cosmetics revenues fell 11 percent on a like-for-like basis to 663 million euros.
The group's last bastion of growth remained its biggest division, specialised in fashion and leather goods, which enjoyed a 4 percent rise in comparable first-quarter sales to 1.6 billion euros.
LVMH's trading update came after Gucci Group, part of PPR and owner of fashion brands Yves Saint Laurent and Stella McCartney, on Tuesday posted a 3.4 percent drop in like-for-like first-quarter sales.
"The efforts to adapt to the current context will continue throughout the year through the strict management of costs and selective investments," LVMH said in a statement.
Guiony added that the group was not looking to make any acquisitions "in the hard luxury market," which includes jewellery and watches.
LVMH shares closed down 3.64 percent at 53 euros while PPR shares closed down nearly 3 percent at 57.79 euros.
($1=.7738 Euro)
(Editing by Sudip Kar-Gupta and Elaine Hardcastle)