Veuve Clicquot - Rich Collection

OVERVIEW 

Veuve Clicquot has introduced its Rich Collection, a groundbreaking approach to Champagne cocktails. Developed in collaboration with professional mixologists, this range features a higher dosage for added sweetness and flavor complexity. According to Cellar Master Dominique Demarville, “Sugar in Champagne is like spices in a recipe—if used correctly, it can bring out specific aromas and play with the flavors.”

The Rich Collection aims to be as versatile as possible, enjoyed at home, at the beach, or even après-ski. It positions Veuve Clicquot as a pioneer in the realm of mixology, offering a relaxed, accessible take on what is typically perceived as a classic luxury beverage.

THE CHALLENGE 

• Introduce the Rich Collection in the HoReCa Environment and private consumption alternative: Launch a range of Champagnes designed specifically for innovative cocktail-making, shaking up traditional perceptions of Champagne.

• Communicate Innovation: Present the Rich Collection as a new, more casual approach compared to the classic, formal image often associated with Champagne.

• Highlight Veuve Clicquot’s Role in Mixology: Position Veuve Clicquot as the first Champagne house to create a dedicated product for cocktail culture.

• Emphasize Versatility: Showcase how simple, fresh ingredients (like tea, fruits, and vegetables) can transform a bottle of Rich into fun, easy-to-make cocktails suitable for any occasion.

SCIENCE

• Research indicates that while consumers express a willingness to purchase premium sparkling wines such as Champagne, these purchases are predominantly reserved for special occasions and gift-giving.

• A significant portion of sparkling wine sales occurs through off-trade channels, meaning purchases made outside of restaurants, hotels, and cafés.

• Champagne consumption has been undergoing shifts in the luxury market. The rise of accessible luxury introduced a "new normal," where luxury products are consumed more regularly. 

•  When purchasing experience-based luxury items, consumers frequently rely on expert reviews and previous consumer opinions to mitigate uncertainty in their purchasing decisions, whether in retail or hospitality settings.

STRATEGY

• Weekend of Events for Veuve Clicquot Rich: A series of events was organized to introduce the Rich Collection to a diverse audience in an engaging, interactive way.

• Partnership with WineUp Fair in Transylvania: Leveraged the visibility, reputation, and logistics of this prestigious wine event to maximize impact.

• Special Guest: Essi Avellan MW, one of the three judges of the Champagne & Sparkling Wine World Championships, hosted each activation, lending authority to Veuve Clicquot’s innovative direction.

Activation Highlights

• Masterclass: “Only One Quality, The Finest”

  • Essi Avellan MW led participants through Veuve Clicquot’s philosophy, traditions, and innovations. The Rich Collection’s adaptability shone through spectacular cocktails that delighted the senses.

• Glamour Sparkling Dinner

  • A refined gastronomic experience featuring vintage Champagnes from Veuve Clicquot. The Rich Collection was paired with fruit-based desserts, demonstrating its versatility beyond typical aperitif or main course pairings.

• Versatility at Any Occasion

  • From elegant brunches to dishes built around fruits and vegetables, the Rich Collection proved an ideal match for Mixology. A vibrant lifestyle party showcased these cocktails to a broader audience, turning each pour into a celebration.

• Celebration of Excellence & Joie de Vivre

  • In line with Veuve Clicquot’s ethos—“Only one quality, the finest”—the Rich Collection activation underscored the Champagne house’s commitment to innovation and the joy of living life to the fullest.

SENSES

• Sight: The Veuve Clicquot activation at WineUp made a strong visual impact. The brand's signature color was prominently featured in all advertising materials. This included branded umbrellas in the outdoor areas of the fair and on the Urma concert stage, floral arrangements in Veuve colors, advertising pages in the fair catalog, and dinner and party menus designed according to the Veuve brand book. The overall visual impact was memorable.

• Scent: The masterclass and guided tastings during the gastronomic dinners elevated the Rich Collection concept to a high level of sensory perception, emphasizing the influence of mixology in creating memorable cocktails.

• Taste: The sensory experience was perfectly highlighted by the mixology pairings, and the gastronomic dinner and brunch had a major positive impact. The versatility of the champagnes added a new level of perception to the quality of Veuve Clicquot champagnes.

• Sound: Each activation event had a specially chosen soundtrack to complement and enhance the participants' experience.

• Touch: The chosen activation locations adhered to specific requirements. All surfaces with which participants came into contact, from tablecloths to chairs and armchairs, had a velvety feel, conveying a sense of softness and specific luxury.

SUCCESS

• Multi-Level Exposure

  • The Rich Collection reached HoReCa professionals, sommeliers, bartenders, lifestyle influencers, and end consumers, heightening its profile as an easy-to-prepare, premium cocktail base.

• Proven Versatility

  • From creative cocktails to gastronomic pairings, the Rich Collection demonstrated how Champagne can serve as both a refined drink and a fun, approachable option for social gatherings.

• Strong Reception at WineUp Fair in Transylvania

  • A discerning audience of wine enthusiasts and industry experts praised Veuve Clicquot for reshaping the role of Champagne, highlighting both its luxury heritage and newfound mixology potential.

• Reinforced its position

  • By seamlessly integrating Rich Collection into diverse settings—from masterclasses to elegant dinners—Veuve Clicquot reinforced its position as a trendsetter in Champagne innovation, capturing the attention and admiration of varied consumer segments.