If we are to look into the champagne market and the marketing strategy for different champagne producers, we will likely see that most if not all champagne advertising are geared towards men which is of working age. However, Armand de Brignac has become a successful champagne brand by targeting a younger crowd such as party lovers in their early 20s. While brands such as Bollinger and Dom Perignon have appeared in movies like James Bond, Armand de Brignac has chosen to appear in Jay-Z’s “Show me What You Got” music video, associating itself to the hiphop culture which is rare for a champagne brand. In addition, the packaging of the bottle is also differentiated as they do not package it like other ‘normal’ brands but instead uses the colour of gold which symbolizes wealth and the Aces of Spades which symbolizes its status as one of the best champagnes in the market. It is interesting to now see whether other top champagne brands will also target the younger market, which they could possibly view as making their products less prestige, ruining their marketing image.
