This mission is truly applied throughout all the brand touch points. The merging of historical experience with innovation is done really well, allowing them to maintain the status of an established authority in viniculture while still being accessible to consumers. They enjoy the benefits of a long history without becoming an outdated luxury brand.
Visually, Veuve Clicquot stands apart from other champagnes with its signature orange color. Similar to the Tiffany blue box, the Clicquot orange packaging has become a symbol of status and is easily recognizable at public events and on consumer displays in liquor stores.
The Veuve Clicquot website further reinforces the brand as the leader in champagne and a top authority on wine making and tasting. There is a series of videos showing how to properly store the champagne, open and taste it.
Veuve Clicquot is involved with many new media initiatives as well as co-branding opportunities to remain top of mind with luxury consumers, particularly the younger demographic interested in art and design. Some partnerships have included a champagne bar at Harrod’s in London, collaborating with top designers on innovative box types and wine storage devices, and inviting top bloggers for tours and tastings.
The melding of old and new allows Veuve Clicquot to appeal to those aware of its history and status, as well as to those who may not. The brand has achieved the difficult task of interesting the future generations, while not alienating the current elite. They have made this champagne the most accessible and recognizable “luxury” champagne.
