The drink business is slightly more complex than the other industries, because to innovate something, it has to be planned starting years in advance, when the fruits are planted. For champagne, it is no different, since your marketing campaigns have to be foreseen from up to 3 years before. Generally, these plans go in the direction of product packaging and specific techniques to reach younger audiences, maintaining the premium style of the beverage itself. Lynn Murray, marketing director at Hatch Mansfield, explains in an article in The Drink Business, He assures that among the challenges one has to achieve a good enough exterior to attract and catch the young but also following and respecting the great variety of laws of appeal that exist for these types of drinks.
Oliver Legrand, director of marketing and communications at Nicolas Feuillatte, has a different vision because although he agrees that the best thing that can be done is the innovation of the packaging, we must think of adding a plus value that denotes excellence and prestige. A few years ago they launched a set of 3 drinks in which, instead of just creating a luxurious gift package, hired the best chefs and created a complete menu to match their new creations, providing a unique experience for diners and people who bought the product.
Terence Kenny, director of exports for Champagne Pannier, adds: “Innovation can come in different forms, whether it be creating low-dose stewed drinks for seafood, pink candies for tea afternoons and desserts or red forts to accompany meats, in Pannier We have all these to offer and it is our main advantage. “Innovation, in short, can be presented as a well-diversified product portfolio so that consumers have options when purchasing the champagne of their choice”.
And what is the reason for this debate? The increase in the audience and young population has been key to initiate a search for Champagne innovation. Moët & Chandon Moët Ice Impérial was launched in 2011 under a different concept: serving the champagne with ice. And although it was not the first drink of its kind to be served in this way, it established a trend that has become very popular among the new generations, causing producers to find new ways to innovate and attract young consumers
Moët & Chandon Ice Impérial
Moet & Chandon Ice Rosé Impérial