Tips and educational lessons range from recommended champagne pairings, moments to celebrate and even how to pronounce Moët Hennessy champagnes, all designed to create the ideal champagne experience.
Enabling the skill through the Alexa app or on Amazon’s website by saying, “Alexa, open Bottles and Bubbles,” U.S. consumers can access six areas of content including: Champagne 101, which provides champagne basics and information about Moët Hennessy brands; a calendar of dates to be celebrated with a glass of champagne; and suggestions and services to elevate any social gathering, such as recommended food and champagne pairings, hosting tips, champagne-inspired playlists and ambient sounds for a perfect champagne moment.
“New technologies are providing us with incredible opportunities to not only grow our business, but engage with our consumers in exciting ways while still delivering on our commitment to building luxury brands,” said Vanessa Kay, CMO of Moët Hennessy USA.
We asked Kay what inspired this particular initiative and if overall champagne consumption is up?
“Bottles and Bubbles delivers on our commitment to building luxury brands,” Kay told brandchannel. “It assists and encourages consumers to learn more about champagne, advises on champagne pairings with foods and hosting tips, teaches how to pronounce Moët Hennessy champagnes and champagne nomenclature and creates champagne inspired experiences to bring luxury and fun into their everyday lives.”
“We have seen a growth in year-round Champagne consumption with 22% of champagne occasions associated with celebration, however, the remaining 78% are: Around Food – 22%, Bonding (Happy Hour) – 14%, Night In (at home) – 12%, Party (with friends) – 15%, Time Out (alone/unwinding) – 7%, and Date Night – 9%. The skill allows us to communicate with consumers during these occasions and drive education on consumption, food pairing, and entertaining tips to ultimately enrich memories.”
The initiative is Moet Hennessy’s first foray into the Voice AI space. As Kay told brandchannel, “As an organization, we are confident on the power of Voice as the future of consumer engagement. It is the most natural user interface with advancements and integrations expected to continue to grow in popularity. We are confident consumers will see this skill as an everyday utility in their homes to broaden occasions for enjoying our wonderful Champagne Portfolio while expanding their knowledge on the craftsmanship, heritage, and savoir faire of Champagne.”
The plan is to expand the skill to include still wine and spirits in support of its other brands. The Moët Hennessy portfolio includes Hennessy Cognac; Moët & Chandon, Dom Pérignon, Krug, Veuve Clicquot and Ruinart Champagnes; Belvedere Vodka; Volcan de mi Tierra Tequila; Glenmorangie and Ardbeg single malt Scotch whiskies, Woodinville; and fine wines, Ao Yun, Cape Mentelle, Cloudy Bay, Newton Vineyard, Numanthia, Terrazas de Los Andes, Smoke Tree, Chandon California, and Clos19.
As for consumer reaction, Kay said, “It is still early days since Bottles & Bubbles only launched on, December 1st, but in the short amount of time the reception to this experience has been positive. Through our focus groups, we have learned that people are excited to learn more about Champagne and enrich their memories through food pairings tips, complementary music and so on. We plan to continue to build on this experience as time goes on to provide even more content based on how users are engaging with Bottles & Bubbles.” A Vôtre Santé!
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