To stand out from the crowd in a context of declining purchasing power, the Houses, Cooperatives and Winegrowers will have to be original and stand out from the crowd. How can Champagne's players strengthen their communication strategy and boost their end-of-year offers? This week, the editors share their thoughts with you.
- Think wine before Champagne
Prized worldwide for the finesse of its bubbles, Champagne is first and foremost a wine. Embracing the unifying positioning of wine means putting the notions of terroir, cultural identity, sharing, relaxation, simplicity and conviviality back at the heart of your brand message. The goal? To position Champagne as a wine that is accessible and easy to enjoy, in the spirit of Champagne Lovers.
"Because wine isn't just wine, it's friendship".
Louis de Funès
- By asserting differentiating values
Defining your brand DNA with an independent consultant or a communications agency, becoming aware of who you are and what your identity is, makes it easier to differentiate yourself from your competitors and attract Champagne Lovers who share similar values. An assertive identity and shared values will create a strong emotional bond with your core target audience and build loyalty over time, thanks to informative and commercial newsletters.
- Adopting a value-adding strategy
While it's true that motivations are personal and change from one wine lover to the next, two criteria remain immutable: product characteristics and price. The Wine Lover will look for the optimum combination of the two, the one that offers the best value for money. When the price rises but the quality remains the same, the perceived value must be increased. How can this be achieved? Through various levers, such as awards, rave reviews or limited editions with numbered bottles. Producing a wine in limited quantities can in fact arouse keen interest among connoisseurs, who will seek to obtain a copy. It's a well-known fact that the human brain hates to miss out on a great opportunity ;)
- Communicating your CSR commitments
When you make a positive contribution to society and the environment by producing responsibly, don't hesitate to let people know by dedicating a section of your website to your CSR commitments. Virtuous practices such as reducing the company's carbon footprint, cutting water consumption, treating wine effluents, implementing eco-responsible farming practices (biodiversity, soil regeneration, limiting the use of phytosanitary products, etc.) or obtaining environmental certifications should be highlighted as they meet the demands of consumers.
- Developing a relevant and engaging message
Creating relevant content means offering :
- high value-added messages that are useful, informative, entertaining and inspiring. It's a way of arousing the interest of Wine Lovers and inviting them to become more involved with your brand.
- a unique brand tone. Real talk and humor work particularly well.
- a variety of formats. Some people prefer to read, while others prefer to watch videos or listen to podcasts.
- Using minimalist, sustainable and elegant packaging
Recycled cardboard, kraft paper, paper caps, paper strips and water-based glues free from chemicals that are harmful to health now make it easy to reconcile the codes of luxury with respect for the environment. In Champagne, many local suppliers, also committed to sustainability and eco-responsibility, offer minimalist, biodegradable and reusable packaging.
- Offering wine tourists a memorable taste experience
So, yes, the tasting experience is a personal and subjective exercise, but at Envie de Champ', we're sure of one thing: wine isn't just a technical or pragmatic experience. The quality of the exchange, the welcome, the tasting environment and the company can greatly influence the perception of wine.
Welcoming visitors from the heart, without trying to get into a volume dynamic, allowing them to reconnect with their senses, feelings and emotions through commented tastings, blind initiations, vineyard walks and food & wine pairings that are easy to recreate at home, is an excellent way to leave a lasting impression and turn visitors into true Brand Ambassadors.
If you have any other ideas, don't hesitate to leave us a comment, cheers!
