Moet Day, which will take place on 11 June, will see a series of parties and event in countries around the world. Events and #MoetMoments will also take place in cities around the UK, including London, Brighton, Leeds and Glasgow.
London will lead the way with the flagship ‘NOW or Neverland’ party, which is described as an immersive-theatre event held across a number of rooms on the evening of 11 June. These are open to invited VIPs and guests, and paying consumers.
There will also be around 150 coordinated bottle openings in bars around the country while the producer’s Ice Impérial cuvee will be sampled in several Majestic and Cambridge Wine Merchant shops. A PR, advertising and social media campaign will be in place to promote and publicise the events and to communicate the key Moët messages, which are integral to ‘The Now’ campaign.
Julie Nollet, marketing & communication director at Moët Hennessy UK, said: “Moët Day is the culmination of the House’s ‘Now’ global brand platform launched late in 2015 to bring the narrative of the brand to life in a way that is modern, fresh and vibrant.
“Moët & Chandon has a history of savoir-faire and savoir-fête - creating #MoëtMoments - that dates back to 1743 and in 2016 we want to create a global moment of celebration, sharing and living life to the fullest.”
The producer chose 11th June in honour of the first F1 Champagne spray by Le Mans winner Dan Gurney on that day in 1967 when he celebrated his win by impulsively spraying the crowd with hits trophy Jeroboam of Moët & Chandon. This year, the UK celebrations also coincide with HM The Queen’s 90th birthday weekend: Moët has been a Royal Warrant holder since 1893, with the current Warrant granted in 1955.