Champagne Armand de Brignac

Armand de Brignac is the gold standard in luxury Champagne. Produced by the Cattier family for more than 250 years the brand, also known as Ace of Spades, hit the headlines when it was acquired by Shawn ‘Jay Z’ Carter in November 2014.

The five prestige cuvées are presented in beautiful hand-crafted metallized bottles in gold, pink, silver, pewter and red. The shiny bottles are very recognisable but very little had been written about the wonderful Champagne inside the famous packaging.

Launch of Blanc de Noirs Assemblage One

September 2015 saw the launch of new Blanc de Noirs. The US-based Armand de Brignac team wanted the key UK wine writers and luxury publications to taste the wine with the winemakers who would be travelling to London from Champagne, in France. Being based in New York the team turned to Major PR for the launch as a specialist in this area.

The Launch

With the father and son wine making team in London for the launch, Major PR seized the opportunity to not only offer the new Blanc de Noirs for tasting but to showcase the entire range to key wine writers.

The launch took the form of two tasting events, the first specifically for the launch of the Blanc de Noirs for luxury lifestyle media. The second to showcase the entire portfolio of five Champagnes to key wine writers.

A day of tastings was hosted at Harrods private tasting room; Harrods was the initial exclusive retailer for the new cuvée. The following day key influencers and wine writers tasted all five cuvées at a series of tastings with the winemakers at The Churchill Hotel, in London.

The Result

A total of 40 people tasted the new Blanc de Noirs Champagne and 24 were introduced to the entire Champagne Armand de Brignac range.

As a result of the media tasting events, Harrods had one of its most successful new prestige cuvée launches.