Luxury Branding Ideas from Champagne Taittinger by Ruth Paget
In the book Champagne Taittinger by Claude Taittinger (159 pages), Taittinger shares some of the luxury branding strategies that the historical champagne house has developed to capitalize on their already famous site.
Some of these branding strategies include:
-serving state dinners to Queen Elizabeth II and French president Jacques Chirac
-commemorating château meals for statesmen and visiting businessmen alike with formal printed menus
-renting the headquarters château out for weddings
-hosting harvest dinner “cochelet” overseas to expand export markets
-researching the family tree and publishing it in the book.
The family’s roots extend back to the 16th century in Austria where their name was Tetinger. The family moved to Lorraine, which became French along with the family name when Lorraine became part of France.
-promotes the creation of designer decorated bottles by artists
-sponsors a culinary prize with winners noted in the book
-the book itself is a promotional item
-(Not in the book, but our family plays trivia games where all answers are Taittinger and the prize is a sip of champagne.)
It is interesting to note that Champagne Taittinger has successfully used culture to distinguish itself from the many other champagne houses in the Champagne region, including hold family baptisms at the Rheims Cathedral.
This slim volume Champagne by Taittinger by Claude Taittinger records the inventive ways the champagne house has used French culture to market an outstanding product in a region of outstanding products.
By Ruth Paget, author Eating Soup with Chopsticks and Marrying France and developer of the Novgorod and Bento War Games
