Veuve Clicquot is a French Champagne house, specializing in the premium segment of the Champagne Market. It was founded in 1772, and was the first house to pioneer and utilized many techniques, such as riddling and commercializing rosé Champagne. The first Champagne house to break through the Russian Blockade, Veuve Clicquot has been enjoyed by royalty and celebrity for over 200 years. Since 1987, Veuve Clicquot has been part of the Louis Vuitton Moët Hennessy group (LVMH), the world’s largest luxury goods company. As such, the PR and media surrounding Veuve Clicquot centers on a “luxury” theme.
Since people familiar with the brand, existing customers are very aware of its iconic status and label color, most new PR is geared towards extending that awareness to top of the funnel consumers. Indeed, Veuve Clicquot’s iconic yellow label is actual a registered color, Pantone 137C. This yellow shade highlights all their marketing materials, and is the emblem of their luxury lifestyle ideal. A precursory Google search of Veuve Clicquot leads to articles on the label’s color and related lawsuits against other producer’s using it on their labels. Also readily available to read are numerous articles on partnerships with polo, celebrity’s parties, and Chef of the Year honors, all topics relating to luxury.
Social channels are filled with images of Veuve Yellow themed and colored celebrity parties and events. They rely heavily on Facebook and Twitter for their social media channels. Facebook broadcasts images of the events that are usually very exclusive, giving awareness to the vast majority of consumers that will never be invited to such events. Twitter is currently on full Valentine’s Day mode, associating the luxury and romance of the brands rosé label with the holiday. Also offered is the occasional coupon for the online Veuve store, currently $10 off a bottle of rosé.
Veuve Clicquot @VeuveClicquot · Feb 5
Show your love with Veuve. Shop our Rosé Couture at your neighborhood fine wine and spirits store. #LoveVeuve pic.twitter.com/TfSbG49wYm
Veuve Clicquot @VeuveClicquot · Feb 7
Toast w/ Clicquot this Valentine’s Day: Enjoy $10 off Rosé w/ code “LOVEVEUVE” thru 2/14: http://bit.ly/1e9O6a9 pic.twitter.com/2Zw8ZXTCaJ
While people not familiar with the product itself are first exposed to the associated lifestyle, I think that Veuve Clicquot could do a better job of informing the consumer of the actual product details. Of all the wine produced in the world, only 1% is Champagne. This leads to a great number of consumers not well informed on the actual product type. They should communicate the value behind the brand and how exclusive it is.