Poppin’ Perceptions

Sparkling wine and Champagne are two very different alcoholic beverages. Champagne is a luxurious and delicious alcoholic beverage that only comes from the Champagne region of France. Sparkling wine is carbonated wine made in Ontario, Canada. It is easy to differentiate the two based on the label and overall aesthetic. 

For some, luxury is a way to enhance the quality of life. This idea of wealth prominently stems from celebrity and social media influence on these types of products. Being that these celebrities showcase these experiences online for everyone to see creates a shared experience in itself for everyone viewing it. This is the same desire that causes consumers to feel the need to purchase luxury alcoholic beverages. Which is the need to appear wealthier and of a higher social class. 

How does luxury champagne help consumers achieve this? You may have noticed that luxury brands don’t really feel the need to run ads or television commercials. This is because their advertising is done for them though celebrity influencers who post about their parties that were sponsored by Dom Perignon or Veuve Clicquot, for example. This then sells products to the average consumer who might be willing to spend the extra money for champagne as opposed to sparkling wine in order to appear trendy and wealthy. The packaging is also far more eye-catching than the average bottle of wine, which makes it easier for consumers to remember the bottle they saw on the Instagram post and quickly spot it at the local liquor store. When looking at the images below, it is very evident which bottle is more expensive. The Ace of Spades costs $499 CAD at the LCBO, and is sold with a varnish-finish wooden case to store it. As opposed to the bottle of Bella, a sparkling rose wine, which costs $18.95.

What to learn from Bubbly and Ace of Spades? Packaging is the first time customers interact with a brand, therefore, many elements are specifically chosen to produce the best physical and visual quality. Utilizing different materials, printing methods, and glass-making methods help position a product in the luxury market. For example, the Ace of Spades bottle uses high quality and customized materials in order for their products to have unique colors and stand out. The combination of metallization spray and hot foil stamping are effective in communicating the luxury experience. The metallic aspect produces the unique pink outer coat which protects the content from UV light and differentiates itself from other bottles. By staying on trend, Ace of Spades is able to maintain their high-end status and loyal customers. 

What are the popular trends in the industry and how to follow them? Millennials and GenZ are the prime customer base so products have to orient towards their desire for high-end alcohol. In order to convince a customer, their preferences (sustainability, experientiality, and personalization) have to be addressed. At the same time, customers are not buying the actual product but rather the experience and status it brings. The Ace of Spades bottle doesn’t reveal the alcohol, indicating that you are buying an experience. Customers also enjoy discovering new products and the exclusivity they offer. The stand alone product will sell more if a company is able to combine effective marketing strategies in order to generate interest. Some examples of successful strategies are: limited time engagement, pop ups, or social media engagement.

References

https://www.theseus.fi/bitstream/handle/10024/112821/Laura_Santala_Champagne-marketing-and-branding.pdf?sequence=1&isAllowed=y

One thought on “Poppin’ Perceptions”

  1. Great post! I completely agree, the Ace of Spades packaging really has a sense of luxury and mystery that add to the entire experience.

Leave a Reply

Your email address will not be published. Required fields are marked *