Moët Hennessy Recreated a Rosy Theater to Sell Rosé Champagne
Laura McQuarrie — February 14, 2022 — Business
References: adweek
The increasing popularity of rosé champagne inspired Moët Hennessy to create an art deco movie theater pop-up in London within the British luxury department store Selfridges. The recreated movie theater has been styled to look like a French cinema house from decades past and the Rosé Lumière bar showcases a selection of rosé wines and pink cocktails from the brand's portfolio.
The space is a place to find cocktail masterclasses, wine and champagne tasting experiences, as well as pink popcorn snacks, gift boxes and personalized film-style posters. A series of four limited-edition posters have been created, each of which represents a different region where wine and champagne are made.
Rosé champagne is on the rise due to the popularity of rosé in general and the demand for bubbly beverages.
The space is a place to find cocktail masterclasses, wine and champagne tasting experiences, as well as pink popcorn snacks, gift boxes and personalized film-style posters. A series of four limited-edition posters have been created, each of which represents a different region where wine and champagne are made.
Rosé champagne is on the rise due to the popularity of rosé in general and the demand for bubbly beverages.
Trend Themes
1. Art Deco Theater Pop-ups - The trend of creating immersive art deco theater pop-ups as a marketing tool for luxury brands.
2. Rosé Champagne - The trend of increased demand for rosé champagne as a popular bubbly beverage.
3. Limited-edition Posters - The trend of creating limited-edition posters to promote luxury wine and champagne collections.
Industry Implications
1. Luxury Retail - The luxury retail industry can create immersive experiential marketing events to promote their products and educate consumers on their brand story.
2. Wine and Champagne - The wine and champagne industry can take advantage of the rosé trend by developing new products and experiences to meet consumer demand.
3. Film and Entertainment - The film and entertainment industry can collaborate with luxury brands to create immersive experiential marketing events that offer unique experiences that appeal to consumers.
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