Moët Hennessy Global Travel Retail is strategically expanding the Armand de Brignac Champagne in global travel retail.
The brand’s travel retail push is supported by major in-store visibility and activations in key airports globally.
The Armand de Brignac retail concept is centred around classic French luxury and highlights the Champagne brand’s bold luxury identity.
In November, Moët Hennessy Global Travel Retail pre-launched the Armand de Brignac concept in Paris Charles de Gaulle (CDG) Airport Terminal 2AC in partnership with Paris Aéroports (Groupe ADP) and Extime Duty Free (the joint venture retail partnership between Lagardère Travel Retail and Groupe ADP).
The concept will be rolled out in Asia, Americas and Middle East travel retail this year, alongside the partners’ new ‘Les Caves de Champagne’ concept.
The immersive retail proposition puts shoppers at the centre of the Champagne experience, highlighting the bottle as a trophy. Lighting, sounds and digital elements come together to mimic the atmosphere of an upscale nightclub, where Armand de Brignac made its name.
A popular nightlife brand, Armand de Brignac Champagne’s amplification in the channel underscores Moët Hennessy’s renewed luxury focus. It plans to drive consumer recruitment into the Prestige Champagne category by leveraging Armand de Brignac Champagne’s popularity in the nightlife scene.
Launched in 2006, Armand de Brignac has made waves in the prestige Champagne category thanks to its striking packaging and global appeal, the company said. Moët Hennessy said the brand has brought “unprecedented innovation and energy to the Champagne category”.
In 2012, Moët Hennessy announced a partnership with brand owner Shawn ‘Jay Z’ Carter by acquiring a 50% stake in the brand. Carter is one of the world’s leading rappers and producers, helping grow Armand de Brignac Champagne’s popularity in the music, sports and nightlife worlds.
Armand de Brignac is the newest addition to Moët Hennessy’s prestige Champagne portfolio. It combines the quality and craftsmanship of Champagne with a brand voice that values success, status and consumer-centricity.
Armand de Brignac’s travel retail portfolio reflects these brand values and focuses on a core range of two of the brand’s most popular expressions: Brut Gold and Brut Rosé. Armand de Brignac’s Blancs de Blancs line will also be launched in select locations.
Brut Gold is available in a 75cl bottle and Magnum bottle. The liquid is blended from a trio of vintages, resulting in a vibrant, fresh and complex prestige cuvée. It is housed in a striking golden bottle.
Brut Rosé is available in a 75cl bottle. It is crafted from Pinot Noir from Montagne de Reims, resulting in a bright, fresh cuvée layered with red fruits and hints of baked pastry aromas.
“Our mission is to elevate travellers’ journeys into memorable experiences, with an unequivocal emphasis on the ‘consumer first’,” commented Moët Hennessy Asia Pacific, Travel Retail & Private Sales President Laurent Boidevezi.
“By strategically amplifying the presence of Armand de Brignac in the channel, we aim at recruiting a new generation of luxury travelling consumers, who recognise the brand from its iconic status in the nightlife channel and who resonate with its symbolism of success; consumers who are driven and ambitious; who work hard and play hard; and who value exclusive experiences.”
