Millennials across the world are increasingly coming to love wine. The Ideal Wine Company has learned that Champagne house Veuve Clicquot has decided to capitalise on the rising popularity of wine among younger consumers for their latest marketing campaign.
Millennial market
Traditionally, wine has been seen as a product for the more mature drinker. However, the advent of online technologies is changing everything. Increasingly, younger people are utilising e-commerce channels such as the Ideal Wine Company to purchase their favourite bottles online.
There are figures to support the argument that millennials (people aged 21 – 38 as of the beginning of 2016), are buying wine en masse. We recently reported that millennials drunk the most wine in the US in 2015. The country’s 79 million millennials were responsible for 42% of American wine consumption last year – more than any other age group!
Veuve Clicquot campaign
Online industry news site The Drinks business reports that Veuve Clicquot are looking to tap into the increasingly lucrative millennial wine market. The Champagne house has initiated a digital advertising campaign called “Let Life Surprise You,” which is specifically designed to appeal to young adults.
Commenting on the launch of the campaign Jean-Marc Gallot, the CEO and President of Veuve Clicquot said: “At Veuve Clicquot, we honour tradition and hold strict standards, but we remain firmly focused on the future… With this new campaign, we want to engage our growing international consumer base in a way we never have before, to bring a new spirit to an even wider new audience, without ever forgetting what has always made us great.”
Appealing to millennials
Veuve Clicquot’s digital advertising campaign includes three short films titled “On Entertaining,” “On Negotiating,” and “On Making an Impression.” They were all inspired by the legendary Madame Clicquot, who lived in the 19th Century. She took the game-changing step of taking over her husband’s position at the head of Veuve Clicquot when she was widowed at the age of 27.
The films launched this month on Veuve Clicquot’s YouTube Channel and Tumblr page. According to the company each production strives to “break the formality surrounding Champagne consumption.” Each film showcases millennials quaffing Veuve Clicquot in everyday settings, while a voiceover of Madame Clicquot (played by French actress Juliette Binoche) speaks over the scene.
The films were shot by creative agency Rokkan. Speaking out on the campaign, Rokkan founder and CEO John Noe said: “Millennials across the world follow their convictions, not convention, just as Madame Clicquot lived life without being limited by the expectations of others… Our goal as the creative lead in developing this new campaign was to bring her story to life in a way that would resonate and inspire a new generation.”
Sample Veuve Clicquot
Here at the Ideal Wine Company, we think that Veuve Clicquot’s campaign could prove very effective. Millennials are sure to recognise that this amazing Champagne can supply them with a distinctive drinking experience. If you want to sample one the brands finest products, purchase a bottle of Veuve Clicquot Ponsardin from the Ideal Wine Company today!
