The champagne brand has tried to leverage an idea of luxury associated with European elegance by pairing itself with contemporary artists, film-makers, fashion shows, and other exponents of high aesthetics. This strategy has positioned the brand well, particularly for well-educated, wealthy consumers in first-tier cities- the market is small, but the brand has successfully leveraged this cultural capital into steady sales. It is still too expensive for consumption at home, but is slowly making inroads as a celebratory drink for home purchase on special occasions- the New Year, birthdays, and for some, even picnics. Although out of the price range of all but a select few, Perrier Jouet is a good example of a brand that is trying to create an identity closely tied in to high culture, trying to collaborate with artists and tastemakers in order to establish itself as being elegant, exceeding concepts such as “premium” and “luxury” by being at the very cutting edge of Chinese urban modernity.
by Jacob Dreyer
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