LVMH wants Champagne Mercier back into line with current tastes

Friday March 15 2013 by Vitisphere

Eugene Mercier was 20 years old when he founded is own champagne house. He made a point that his wines should not only be accessible to all, but also visible, and he had the communications skills to do so. He used a giant cask, the largest in the world at the time (5 meters high, 20 tons, equivalent to 200,000 bottles...) which received all the attention at the Universal Exhibition of 1889.

Bought in 1987 by the Louis Vuitton Moët Hennessy (LVMH), the Mercier Champagne house seeks to regain its popularity with an overhaul of the identity of the brand through communication materials and a new bottle packaging. The is openly Generation Y. "The typical Champagne Mercier amateur is an active city-dweller between 25 and 35 years living in the present moment, informal and spontaneous, and who appreciates quality," comments Emmanuel Mercier, grand-son of the founder. The new tagline ("Mercier Champagne House to enjoy at home ...") goes in that direction, as do the design of its illustrations (by David Lanaspa) and the presence of QR Codes.

Mercier champagne thus remain separate in the range of champagnes LVMH, where luxury and elitism are the watchwords (brand Dom Pérignon, Krug, Ruinart, Veuve Cliquot ...). The Mercier champagne house, based in Epernay, has 249 hectares of vines: "Cote de Blancs for Chardonnay, the Montagne de Reims for pinot noir, and the Vallée de la Marne for Pinot Meunier."


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