Luxury packaging: a "must" to sell wine?

by Eve Resnick on October 30, 2008

in General


Champagne and spirits create luxurious packagings for their brands. Would this strategy work for wines?

The holiday season brings the most gorgeous and most expensive bottles on the market. Some Champagnes sell up to several thousands euros a bottle only because their packaging is designed by a world famous name. An example: Dom Pérignon Vintage 1998 in the “limited edition” created by Karl Lagerfeld.

Of course, consumers know the champagne, the cognac or the whisky in the bottle is the same as in the bottles sold for a few dozens or hundreds euros. They buy the “limited edition” of a bottle out of sheer social snobism.

The big question is: does this strategy increase the sale sheet? Of course, a buzz is created among consumers sustained by strong and clever PR campaigns. Selling a 1,500 euros bottle of champagne won’t rely on an ad in the Wine Spectator or the Decanter. Their readership is not the right target. It requires a strong buzz on sites dedicated to luxury and magazines exclusively distributed in First Class of airlines and 4- or 5-star hotels. To associate the name of the famous designer in a stronger way, Dom Pérignon asked Lagerfeld to direct their offline and online campaigns for their Rosé 1996 vintage. This association between the champagne brand and the designer gave birth to a very nice web site on the Rosé vintage 1996. This “limited edition” being really limited, we can assume the bottles are sold.

Would this kind of strategy suitable or desirable for a wine brand? Of course, working with Karl Lagerfeld is certainly costly and not even remotely conceivable for most wineries. But I’m a strong believer in original projects for wine brands. Associating art and wine is certainly a winning strategy. Instead of always ask the “big” names in design or in food, why not associate a brand with a musician, a painter or a writer? Let’s be a little more creative! It’s quite possible to be innovative within a reasonable budget.

{ 1 comment }

1 Camus Jean-David March 11, 2009 at 11:57 am

An example of another association by a smaller champagne Brand, but in this case with contemporary artists, is Champagne Mailly Grand Cru with their ‘artistic’ cuvees.
2 examples can be found on their site: http://www.champagne-mailly.com

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