Magnums and iPads to drive Champagne sales

04 October, 2013

Magnums and iPads will drive sales in a brave new world for Champagne, according to Moët Hennessy.

Large formats are up 72% in the UK off-trade (Nielsen, year to September 14) and the supplier of Moët, Veuve Cliquot, Krug and Dom Perignon urged retailers to capitalise on the trend.

It is also working with retailers to provide more theatre around the Champagne fixture.

Managing director Jo Thornton said: “The bubbles category is growing strongly. Prosecco is contributing to a lot of that growth.

“But there is so much product differentiation between Prosecco, cava and Champagne and there’s so much to talk to consumers about.

“If someone is going to part with £35- £40 on a bottle of Moët or Clicquot, it’s a big spend and needs to be a great experience for them.

“We had a pop-up in Waitrose with a sommelier selling vintage Moët. It was a fantastic space and great for theatre. It’s not hugely scaleable but we want to invest more in the future with technology.”

Soon shoppers will be entertained by iPads in the Champagne aisle, according to Thornton, and they will be used to tell the stories behind Champagne brands.

“We have been trialling this in some stores and the idea is to roll it out,” he said. “Tesco is doing a lot of work with iPads where it is reworking its Champagne section.

“Technology can drive sales. It’s hugely important to animate around the brands in a really positive way.”

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