Champagnes Perrier-Jouët and G.H. Mumm


  • Over 100 A-list luxury opinion formers attended
  • Day of 6 lectures, workshops and unique tastings
  • 2 x modules repeated
  • Up to 40 x attendees each
  • Plus interview opportunities
  • Influencer feedback: “Utterly thought provoking”, “A revelation”

The Champagne Assembly: Influencing the Influencers

Champagne brands, Perrier-Jouët and G.H. Mumm needed to drive reappraisal and establish distinct positionings amongst influential industry ‘gatekeepers’, in a market of high spending, highly regarded competitor marques.  The View won a competitive pitch on strategic thinking and creativity, against some of the UK’s leading agencies.

The challenge was to engage and encourage advocacy amongst food and wine trade movers and shakers.  Opinion formers including media and bloggers were also targets. We devised The Champagne Assembly, a unique day of thought-provoking lectures, debates and workshops relevant to Champagne and luxury.

Hosted at East London’s Town Hall Hotel, we scientifically paired food to Mumm Champagne.  We also compared Perrier-Jouët’s cellarmaster’s ‘assemblage’ skills with those of super-perfumier Roja Dove and Twinings’ chief tea blender. And we talked facts, figures and trends and examined luxury’s secret ingredient: emotion. Lectures were delivered from global experts: Interbrand and Datamonitor, psychology experts and luxury mavens; leather designer Bill Amberg, and the FT’s grande dame Lucia van der Post.

Post-event feedback included: ‘visionary’ and ‘raises the bar for all other Champagne events’.



We executed several layers of Believability™ thinking for this epic campaign.  Fascinating real life examples and stories and a strong ‘like me’ element that got key movers and shakers together were important.  (‘Like me’ is beneficial when talking to a rarified influencer audience such as this).  And we had a world-class line-up of speakers. The result was an event that became a gold standard for the Champagne brands.