Brut Champagne

In an increasingly competitive champagne market, combining tradition and innovation is becoming a strategic necessity. A family-owned house, renowned for its winemaking expertise for five generations, wanted to strengthen its reach among an international clientele. In an uncertain economic and geopolitical context, where proximity and trust have become key drivers, its ambition was to showcase its unique heritage while asserting a contemporary identity capable of attracting new audiences.

Despite its excellence and legitimacy, the house suffered from an image perceived as too classic and limited appeal to a young, urban, and creative target audience. Its positioning, centered on heritage refinement, struggled to engage with emerging cultural codes and establish itself in the imagination of an international clientele seeking uniqueness and unique experiences.

To meet this challenge, we devised a disruptive collaboration with an iconic, globally recognized New York streetwear brand. The idea: to orchestrate a controlled cultural clash between the timeless elegance of champagne and the raw energy of 90s counterculture. This partnership offers the house a bold and contemporary image, while giving the streetwear brand access to the codes of French luxury. The expected result: a rare, high-quality collector's item capable of transcending the boundaries between gastronomy and fashion, attracting a new generation of consumers and strengthening the house's international reputation. Implementing this strategy would improve visibility, modernize positioning, diversify the clientele and reduce dependence on traditional channels, while affirming the audacity of a heritage house looking to the future.