About the communication of champaign houses

About the communication of champaign houses

The big champagne houses, only use non-media (Below the Line) communication and packaging in accordance with the Evin law. The loi Évin is the French alcohol and tobacco policy law passed in 1991. It takes its name from Claude Évin, then Minister of Health, who proposed it to parliament. Thanks to their complex communication, the Champagne brands are trying to seduce, attract and create a real “plus product” for consumers. The objectives of these communications are multiple: to inform on their mark and their products, to put them forward but also to communicate on the universe and the qualities of the mark. It is important to treat these different topics because one of the peculiarities in the champagne brand is that it is the product that dictates the rules to the market and not the other way around. According to Talky Walky, a communications agency dealing with several brands of champagne such as Jacquesson, Taittinger, Drappier and many others, this communication is different from traditional wines because “Champagne brands play on codes more” glamorous ” , more feminine than the great classified growths of Bordeaux or Burgundy which they have a communication more turned on the ground “. It is therefore essential for these brands to truly create an alchemy around their products to confer more attachment to their brand. This is one of the first peculiarities of communication in this sector. Alongside this, this communication must also respect a double imperative: to remain faithful to the tradition of the house while expanding the target of its consumers.

2018-11-14T15:30:49+00:00