Thursday, December 18, 2008

Atelier Moet

Moet's idea to set up an Atelier where you can personalise bottles of their champagne with swarovski crystals is a good idea judging from the amount of coverage it is getting online and in newspapers.

Putting the tackiness of the idea to one side, this "innovation" has given people a reason both to buy Moet over its rivals, but more importantly has given people and jouranlists a reason to talk about Moet.

Here's GQ's piece:

"Champagne is always a welcome Christmas present, so the new Atelier Moët store may well be your best friend this festive season. Open from 3 to 28 December (so prime for New Year’s too), Moët & Chandon’s temporary pop-up store on London’s New Bond Street will customise your bottle of bubbly with the name, monogram or indeed date of your choice spelt out in Swarovski crystals. Opt to pay £50 for next-day delivery of a 75cl bottle, or £75 for while-you-wait, with larger sizes up to the 1,500cl Nebuchadnezzar also available. Gives a new meaning to the term “sparkling wine”."

You can see from the map below that this pop up promotion is running in several major cities around the world: Paris, London, Milan, Madrid, Macau and Singapore.

The US version of the Atelier is called My Moet which seems a lot less premium to me. But there you go. Also, because of the crazy booze regulations in the US you have to link out to distributor sites which are disgustingly off brand and lack any sense of class whatsoever. O well.

It's certainly bucking the anit-bling trend that seems to be taking over the world right now. But maybe we all need a bit of sparkle in our lives?



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