Friday, March 30, 2007

Veuve Clicquot Champagne



The wineries of Champagne have spent centuries building a reputation for fine sparkling chardonnay wines, and Veuve Clicquot is among the rare French wineries that have mastered the art of branding recently. Unfortunately, few wineries control their distribution -- Veuve Clicquot is indeed somewhat of an exception -- resulting in marketing budgets and brand positioning strategies that often shoot off

in an unfocused cacophony. Even Veuve Clicquot displays several independent pages on the web, which must negatively affect its brand image rather than reinforce it.
Despite this online problem, the Veuve Clicquot brand is performing remarkably well in the US, and many aspects of its site reflect that bill of health.


First, in a world of dull, undifferentiated labels that owe more to 19th-century traditions than to sound 21st-century marketing, Veuve Clicquot displays a uniquely differentiated dark orange label. This showy color helps it stand out, and strikes the minds of the most absent-minded customers.

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