GERMANY. Moët Hennessy Global Travel Retail and Frankfurt Airport Retail have launched a spectacular Veuve Clicquot Limited Edition Pop-Up installation to mark the release of the brand’s latest limited edition Champagnes.
The 35sq m pop-up, opened on 3 May, is located at the Heinemann Duty Free and Travel Value shop in the A-Main Schengen Pier. It was designed for the Frankfurt Airport Retail JV between Gebr Heinemann and Fraport, which has global exclusivity on the new editions for May. These will be rolled out later to other locations.
The high-impact pop-up store is dressed in the signature colours of the Veuve Clicquot brand. It features yellow from the Veuve Clicquot Yellow Label Champagne bottles and pink from Veuve Clicquot Rosé.
These take centre stage and are carried throughout the colour scheme of the store. The distinctive yellow and pink, noted the partners, helps enhance visibility from a distance. Traffic is also generated by Sales Ambassadors handing out invitations to the activation space in the distinctive Veuve Clicquot yellow. The yellow and pink personalisable limited edition bottles positioned at the front of the installation then draw them into the brand experience.
Among the limited edition items are ice jackets (with the Frankfurt name) and pencil-shaped giftboxes, each of which will keep Champagne chilled for up to two hours. The Clicquot Pencil pays homage to the Maison’s winemakers who use pencils to handwrite and sketch their notes for each blend in the Champagne range. This offer can be personalised in-store as a gift.
The appeal of the limited editions is enhanced by other incentives available with purchase such as Veuve Clicquot Champagne glasses, tote bags, sunglasses, bottle stoppers and Happy Socks. To complement the offer, Veuve Clicquot branded merchandise such as umbrellas, straw boaters, boots, skateboards and beach bags are available to buy.
On top of the product offer and incentives the pop-up delivers experiential activations designed to educate and inform consumers about Champagne in new ways. A popcorn machine helps consumers appreciate the tasting notes of Champagne through a tasting experience that pairs Veuve Clicquot with popcorn. Served in Veuve Clicquot personalised mini popcorn containers, rose-chocolate popcorn can be paired with Rosé tastings and truffle oil popcorn with Extra Brut Extra Old tastings.
Continuing the educational connection between food and Champagne, the experience includes a food pairing iPad app and a ‘Pantonier’ educational discovery. The food pairing app allows Veuve Clicquot to convey its wine expertise and showcase the versatility of each cuvée.
The ‘Pantonier’ deck consists of eight colour-coded cards, each informing the consumer about key Veuve Clicquot topics such as the characteristics of the cuvées and the history of its Yellow Label and Non-Vintage Rosé.
The House of Veuve Clicquot also offers consumers the chance to discover its Prestige Cuvées with bottles of Cave Privée 1990, Cave Privée Rosé 1990, La Grande Dame 2008 (the cuvée’s newest declared vintage), and La Grande Dame Rosé 2008.
To deliver a further sense of occasion, there is an ‘Instagrammable’ space with the tag line #LIVECLICQUOT. Customers are photographed and presented with a personalised Veuve Clicquot Polaroid, designed exclusively for the pop-up, to capture them in a memorable moment with Veuve Clicquot.
There is also a luxury gift wrapping service using Veuve Clicquot branded materials.
Gebr Heinemann Head of Activity Management Liquor, Tobacco, Confectionery and Fine Food Ann-Kathrin Fürer said: “We are always keen on working with forward-thinking retail partners who share our passion for unique experiences, attracting existing Champagne lovers but also enticing new shoppers to explore the category. Veuve Clicquot is a key presence in travel retail and we are proud to be the first partner to offer its limited edition.
“Our customers are eager to buy products that they can’t find anywhere else. An iconic brand that offers travel exclusives along with so many gifting ideas, unique packaging and personalisation opportunities is a perfect match for Gebr. Heinemann.”
A Moët Hennessy Global Travel Retail representative said: “Moët Hennessy is the undisputed Champagnes category leader and is the perfect partner for travel retailers to grow the category by creating powerful experiences that promote innovation and distinctiveness in the travel retail environment.
“This disruptive retail builds our brand profile in airports and is key to attracting the attention of travelling consumers and driving traffic into the stores. Our ambition for this pop-up was to further extend our interaction with travellers and make it even more appealing and engaging. We are delighted to have achieved this with our Veuve Clicquot Limited Edition Pop-Up designed exclusively for Heinemann at Frankfurt airport. With this pop-up we have played to the strengths of the Veuve Clicquot brand where colour is an endless source of inspiration and the brand is an endless source of joie de vivre.”
