CHAMPAGNE IN A TENNIS BALL CAN?

WHY PREMIUM BRANDS ARE RETHINKING OCCASION DESIGN. 

For years, luxury brands have fought tirelessly to protect and preserve ritual. However, consumers are becoming increasingly obsessed with convenience; one of the main reasons why we’ve seen with the rise in the popularity of RTD options.

So, when the world’s most famous champagne brand throws away tradition and adapts its format to fit the moment, it’s naturally going to turn heads and catch attention.

The way we see it, this isn’t another RTD launch. Moët & Chandon hasn’t just canned champagne, that would be to easy, too obvious. Instead, it has taken a product centered around ritual and celebration and engineered it for a very specific occasion, walking around the US Open with a drink in hand. It’s taken the category norms of a luxury sit down experience with an elegant glass and flipped it on its head with something equally as beautiful but unexpected. 

Luxury brands are becoming increasingly aware that convenience doesn’t have to be the enemy and leaning into innovation, without compromising on style and class.

How People Purchase Has Shifted

Think about it, no one heads to the US Open specifically to drink 200ml of Champagne. They want a great day out that’s worth capturing and engage with brands who make them feel part of the experience.

That’s what makes Honey Deuce by Moët & Chanson so appealing. It’s different enough to drive initial consumer interest, carefully designed to feel like a special addition to the day itself and aesthetically pleasing so people want to share it wider.

As a drinks branding agency, we’ve noticed the move from drinks brands focusing purely on flavour innovation and becoming braver by stepping away from category norms and offering consumers playful solutions that enhance their experience.

PLAY AND NOVELTY CAN FEEL PREMIUM

A champagne cocktail served from a can inspired by a tennis ball cannister would have felt like an unlikely choice for Moët & Chandon a decade ago. However, Honey Deuce is a reminder that playful doesn’t mean gimmicky.

Brands can protect their credibility whilst being fun and cement their cultural relevance at an event. No one wants to become the dusty brand sitting on the backbar untouched; and Moët & Chandon has found a way to ensure that never happens.

THE BOUNDARIES BETWEEN CATEGORIES CONTINUE TO BLUR

 Honey Deuce is not just champagne. It’s a cocktail, an RTD, event merchandise all rolled in one designed to look good enough that people want to be seen with it. Moët & Chandon has successfully driven momentum by being willing to play in several unexpected spaces at the same time.

The US Open's famous Honey Deuce became a phenomenon because it evolved into part of the tournament experience. Ordering one became a ritual. Holding one became a signal that you were there. The drink itself became shorthand for the event.

 At Wonderworks, we keep a close eye on the trends, innovations and cultural movements shaping the future of drinks. If you'd like more perspectives like this direct to your inbox, connect with us and follow along as we explore what's next for brands, experiences and the industry at large.

Written by Megan Keith, Creative Strategist at Wonderworks.