Champagnes Perrier-Jouët and G.H. Mumm: The second Champagne Assembly


  • A-list influencers attending – Over 100

  • Media, incl. bloggers (drinks, food, luxury, retail, business) – 51%

  • Trade (sommeliers, chefs, buyers, opinion formers) 49%

  • Newtrade contacts – 40

  • Tweets from event itself – 198
  • Media reach – 2m

  • Listings achieved – two Michelin-starred restaurants

Influencing MORE uber-influencers

The second Champagne Assembly was hosted at the St. Pancras Renaissance Hotel and included further never-done-before tastings, workshops and debates – all creating the opportunity for G.H. Mumm and Perrier-Jouët to deepen relationships with the people that matter in drinks and luxury.

We devised technically challenging tasting masterclasses with the two houses’ cellarmasters. Michelin-starred chefs pushed the molecular gastronomy boundaries with Mumm Champagne and highly inventive food matching. Our lecture speakers delivered new and different perspectives on luxury – and crystal ball gazed. They included global branding experts Euromonitor, retail guru Peter Cross, Boodles’ MD James Amos and Champagne and luxury specialists – with human context added from best-selling writer and TV historian Dan Jones and psychologist Professor Karen Pine.

Consistent, extremely high quality messaging appeared across key media (including full page features) and the blogosphere. New trade relationships and prestigious listing opportunities were forged.



The second Champagne Assembly drew on the strengths and success of the first; yet more fascinating case studies and stories, messages that included a ‘like-me’ element and a world-class line-up of speakers. We ensured an entirely believable campaign; no small feat when dealing with so many industry experts and influencers!