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With the growing popularity of champagne, consumers today are clearly understanding the difference between sparkling wine and champagne. Moet Chandon, one of the oldest champagnes in the world, wanted to create a more fun and engaging merchandising tool to support increased case sales during the summer months.
Additionally, they wanted the concept of serving it over ice, which is a new path to create additional incremental sales for champagne. Moet Chandon is a super-premium champagne, therefore the merchandising accruements needed to emphasize the brands super premium nature while speaking to an established clientele as well as introducing the clientele to the concept of enjoying champagne in a non- celebratory format.
The target consumer is 25 – 45 years old, mostly female, but can attract males as well with a concept of surfing is easy and identifiable with resort style living, vacationing and a relaxed environment, making champagne a potential beverage of choice during that time of their lives. There are multiple varietals of Moet Chandon, therefor they needed to develop a piece that was family oriented, look good with as little as 3 – 4 cases to as many 6 – 8 cases, while maintaining the brands superior premium imagery.
Client: Moët Hennessy
Brand: Moet Chandon Ice Imperial
Main Channel: Beer, Wine and Spirits Beverage Retail
Type: Permanent Display
Main Materials: Wood, Metal & Plastic
Merchandising Type: Permanent Display
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