Web & Champagne
We will sell more champagne via the Internet, and this medium will become absolutely essential in our communication with customers and how we affect them. Read more : HERE
We will sell more champagne via the Internet, and this medium will become absolutely essential in our communication with customers and how we affect them. Read more : HERE
On one hand, there is growing expectation in terms of the quality of the product and information about the product. On the other hand, it is more about dreams and innovation. This is the case in the champagne universe, with new consumption patterns in fast-developing countries like China.
Read more : Here
A leader needs to embody and glorify the main promises of the brand’s category, while continuously pushing back the boundaries of the category.
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In our industry, Moët has succeeded in seeing champagne emerge from its historical market of alcoholic beverages to become a luxury brand. This has influenced the entire sector and driven it towards “premium.” On the consumer side, Moët is a unique brand in the sense that it supports (even increases) the happiness (celebrations, victories) of our consumers.
Moët is a dealer in hope. In a time of crisis and doubts, our consumers will need to celebrate more than ever. To dream, to share…so they need us.
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The digital brands are up-and-coming, for sure (we can all bet that they will be in the top five within the next five years). They will see a boost from emerging countries and the maturity of the consumer.
Other up-and-comers are “collaborative” brands that have created a perspective of co-creation with their consumer—for example, through iPhone applications.
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First, there will be a growing split between the markets.
We will find more distance between brands and (or) categories. At one end of the spectrum, consumers will be more involved, and at another, consumers will see only the usage value of a product. Second, brands that are able to create a universe, values, and are able to renew and innovate will grow in value. Those that are not able to do this will face tough consequences. Third, after years of `all local´ then `all global,´ we are coming to a time that is focused on communities. The brands of tomorrow will answer their consumers’ needs and will meet their communities’ expectations-expectations that are closely linked to the evolution and strengthening of the Internet."
While we are a liquor brand, our image, our value, is seen as that of a luxury brand.
The brands that grow in the luxury world will be those that manage to reconcile centuries of know-how (Moët & Chandon has been building a ground, a culture, and values since 1743) with communication. Through this reconciliation, a brand can create a truly emotional universe that makes a consumer dream."