VEUVE CLICQUOT "RICH COLLECTION"

STRATEGY FOR A DISRUPTIVE PRODUCT LAUNCH

THE PROBLEM

Veuve Clicquot sought to introduce the Rich Collection—a disruptive new category of champagne designed for mixology. The challenge was profound: consumers saw champagne as a “special occasion” product, not a versatile, casual luxury. Changing this deeply ingrained behavior required a complete reframing of perception and usage rituals.

OUR SOLUTION

We architected a behavioral-science-led Go-to-Market strategy centered on authoritative validation and maximum strategic reach. By securing Essi Avellan, Master of Wine, as the category-defining voice and deploying a multi-event activation inside a unified ecosystem, (WineUp Fair in Transylvania), we transformed market skepticism into enthusiasm and positioned Veuve Clicquot as the pioneer of the champagne mixology category.