Champagne Assembly no.1

PERNOD RICARD’s Champagne pitch was won on strategic thinking and creativity, against some of the UK’s leading agencies. G.H. Mumm and Perrier-Jouët needed distinct positioning and credible presence in a world of interchangeable brands.

So The View dreamt up the first The Champagne Assembly. For the conservative world of Champagne, this was a unique event: a day of thought-provoking lectures, debates and workshops relevant to Champagne and luxury. We needed to engage and encourage advocacy amongst media, bloggers and other key ‘gatekeepers’ (sommeliers, buyers, drinks and luxury opinion leaders).

Hosted at the cutting-edge Town Hall Hotel in Bethnal Green, we staged groundbreaking tastings. We scientifically paired food to Mumm Champagne. We compared Perrier-Jouët’s cellarmaster’s ‘assemblage’ skills with those of perfumier Roja Dove and Twinings’ tea blender.

We also talked facts, figures and trends and examined luxury’s secret ingredient: emotion. Lectures were delivered from Interbrand and Datamonitor global branding and psychology experts, leather designer Bill Amberg – and the FT’s Lucia van der Post.

Over 100 of the most influential opinion leaders attended. Post-event feedback included: ‘utterly visionary’ and ‘raises the bar for all other Champagne events’. Deep messaging was communicated across key media and the blogosphere. We also created, as a reference tool and repository of brand information.

The View devised and handled every aspect of The Assembly.

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