Airing between regular episodes of the VinePair Podcast, “Next Round” explores the ideas and innovations that are helping drinks businesses adapt in a time of unprecedented change. As the coronavirus crisis continues and new challenges arise, VP Pro is in your corner, supporting the drinks community for all the rounds to come. If you have a story or perspective to share, email us at firstname.lastname@example.org.
In this Next Round, VinePair CEO Adam Teeter is joined by Veuve Clicquot VP Aygline Pechdo to talk about the brand’s longstanding dominance in the U.S. market, and how this has been impacted by Covid-19. Pechdo has been in her current role with Veuve Clicquot for three years.
Veuve Clicquot is the No. 1-selling Champagne in the U.S., and a close second globally to Moët & Chandon. With the pandemic impacting the Champagne industry as a whole, Pechdo says the brand has had to actively restructure how it reaches consumers. Its “Clicquot at Home” campaign gives drinkers recipes to enjoy with each of the brand’s wines. Veuve Clicquot is also partnering with high-end restaurants across the U.S. for to-go food pairings.
The annual Veuve Clicquot Polo Classics, which usually take place in New York City in June and Los Angeles in October, have been canceled. However, Pechdo says the company is thinking of ways to make the L.A. event virtual this year. Veuve Clicquot is also brainstorming possibilities for future live events.
At the start of the coronavirus crisis, Veuve Clicquot, like other Champagnes, faced a slump in sales. But in recent weeks, Pechdo has seen a significant rebound that she attributes to those drinkers at home who are staying positive and continuing to celebrate life events throughout the pandemic. In this way, Pechdo feels consumers’ passion for the brand starts with seeing it as more than just bubbly.