Digital-focused ads allow the brand to introduce itself to new consumers who may not have heard of the champagne. It also allows Veuve Clicquot to use new storytelling techniques to explain what goes into a creating a bottle of champagne, how it differs from cheaper cava, sparkling wine or prosecco, and, most importantly, why it's worth the money.
Tyson Stelzer, wine writer and the author of "The Champagne Guide 2016-2017," said adding to the buzz about the brand was the fact that the Madame Clicquot story was detailed in a New York Times bestselling book in 2008, which was optioned for a movie in 2013.
Stelzer also pointed out that the U.S. is the third-biggest consumers of champagne, following France and the U.K. But the wine saw a dip in popularity around 2007 when the global crises hit since it is considered a luxury product, Stelzer added. Now that incomes are starting to rise again, he said champagne could be poised for its comeback. As "foodie" culture continues to grow, more people willing to spend more on dining. Add to that the increase in cocktail culture and millennial demand for premium liquor.
"There is a global trend towards greater elegance in taste," Stelzer said. "People are looking for wine or food with more subtle flavors. There's opportunity there for champagne to work better as a wine style that goes through the whole meal."
Veuve Clicquot could be in a good position to meet increased demand. Stelzer said. He said it's the second largest of the champagne houses, and it recently announced plans to expand production facilities. The project is estimated to cost 200 million to 300 million euros.
"The biggest challenge to champagne going forward is balancing the cost of production to the cost to market," he said. "It's one of the most expensive wine styles to produce."