Champagne is a festive wine par excellence and has been the subject of unparalleled cases for decades. So it can be an ice bucket, an insulated bag, playing the eccentricity card, building a bridge with others universe or become a playground for artists. “Champagne is primarily a brand market, recalls Martin Cubertafond, strategy consultant and lecturer at Sciences Po Paris. Through the bottle, label or box it is about being unique and desirable. »
The use of contemporary artists for packaging makes this possible “to increase the desirability of the brand, to create an emotional bond so that the consumer is willing to pay a price premium that is not rational,” continues the author of Champagne strategies and marketing (Eyrolles, 2018). These bottles are often much more expensive. A sanctification through art that is all the more important today in a champagne market that is stagnant in terms of volume and whose growth is based on value and upwardly revised prices. Here are eight key collaborations between artists and champagne brands.
You still have 81.77% of this article to read. The rest is reserved for subscribers.
#Champagne #boxes #rules #art