Champagne Assembly no.2

The second Champagne Assembly (see below for inaugural event case study), was hosted at the St. Pancras Renaissance Hotel. Once again, we staged yet more never-done-before tastings, workshops and debates – all creating the opportunity for G.H. Mumm and Perrier-Jouët to draw in and develop deep relationships with the people that matter in drinks and luxury.

And once again we devised unique and technically challenging tasting masterclasses with the two houses’ cellarmasters. Michelin-starred chefs pushed the molecular gastronomy boundaries with Mumm Champagne and food matching. Other tactics saw enthralling and interactive sensory skills experiments from eminent professors from Oxford & London Universities.

Our lecture speakers included brand spokespeople, global branding experts Euromonitor, retail guru Peter Cross (then Mary Portas’s business partner and now communications director at John Lewis), Boodles’ James Amos and Champagne and luxury specialists - with human context added from best-selling writer and historian Dan Jones and psychologist Professor Karen Pine.

Again the event drew 100 key influencers from across the drinks and luxury spectrum. Typical post-event feedback included: “this has become the ‘must-attend’ event for Champagne”. Consistent, extremely high quality messaging appeared across key media (including full page features) and the blogosphere. New trade relationships and prestigious listing opportunities resulted. Th event website, www.champagneassembly.co.uk was updated from the previous, inaugural Assembly – and was a rich repository of information for both brands.

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