How Moët & Chandon Made Rosé Champagne Fashionable

Surging demand for rose champagne is the result of a major marketing investment over the past decade by Moet.

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How Moët & Chandon Made Rosé Champagne Fashionable – WSJ.com
For the third year in a row, Moët & Chandon was happy to foot the bill last week while the glitterati at New York Fashion Week downed large amounts of its Rosé Impérial Champagne at the “Moët Rosé Lounge” in Bryant Park. Moët-approved fashion VIPs like Betsey Johnson and Vivienne Tam served bottles of Moët rosé at backstage parties after their runway shows on Moët’s tab.

Being Fashion Week’s official champagne sponsor cost Moët, the world’s largest champagne producer, hundreds of thousands of dollars, not counting the free bubbly and the labor costs, says Franklin D. Isacson, the drink’s brand manager in the U.S. But the buzz created around Moët’s nonvintage rosé was worth the investment, he says. The evidence? “Paris Hilton’s publicist called me to make sure she could get a VIP pass.”

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