VEUVE CLICQUOT "RICH COLLECTION"

STRATEGY FOR A DISRUPTIVE PRODUCT LAUNCH

THE PROBLEM

The challenge was to de-risk the high-stakes launch of a "rule-breaking" luxury product. Veuve Clicquot was creating a new category, which created significant consumer uncertainty. We needed a Go-to-Market (GTM) strategy that could simultaneously educate, validate, and launch this new concept to the entire market—from B2B professionals (HoReCa) to B2C consumers—in a single, high-impact move.

OUR SOLUTION

Our solution was a behavioral science-led GTM strategy built on two foundational pillars: authoritative validation—the key to mitigating consumer uncertainty, and ecosystem-wide launch—the access to the entire target audience

Our solution was to secure Essi Avellan (Master of Wine) as the central strategic asset for the launch. We then deployed her at the WineUp Fair, a calculated decision that gave us unmatched access to a concentrated audience of all our key targets. This allowed us to validate the "Rich" collection with the industry's most powerful authority, in front of the industry's most important stakeholders.