Notorious Beam Team

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?

We've blogged about pop up bars and pop up shops before on the Beam Team Blog, but this is the first time we've found a branded pop up nightclub.

From Springwise:

"Pop-up retail may be a bit passé, but pop-up-everything-else is still going strong. Earlier this week, we featured an update on pop-up hotels. Next up? A pop-up nightclub in Australia.

The SoCo Cargo Experiment, created for Southern Comfort, consists of four shipping containers that can be stacked side by side or on top of each other, like giant building blocks. SoCo Cargo can be assembled within a day, with an entirely adaptable interior. The venue usually contains a bar, stage and lounge area, but the main focus varies per location. One time it will be a nightclub, next time a live music venue or art gallery, popping up by the side of the road, near a festival, carnival or other outdoor event. The temporary club premiered on Sydney's Cockatoo Island in October. During Melbourne's St Kilda festival in February, SoCo Cargo hosted a number of up-and-coming live acts. Then it was on to Adelaide's Garden of Earthly Delights (another festival), where the containers held a slick dance lounge featuring hot DJs and late night grooves.

For an old liquor brand trying to reach a new group of consumers, specifically young adults, the pop-up approach seems to be working. Surprise creates buzz, and buzz is good, cost-efficient marketing ;-) For more examples of how to delight consumers by taking them by surprise, check out this section of trendwatching.com's transumer briefing."

For more on this project click here and here. It's only been around for a few weeks and the blogosphere has gone wild about it. Just pop it in google to see.