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Home » Dom Pérignon perfectly demonstrates the appeal of scarcity

Dom Pérignon perfectly demonstrates the appeal of scarcity

What better expression of a luxury brand than refusing to sell your product this year, because it would be impossible to meet your impeccable standards?

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Summer 2023 was strange. Especially in France. There was an unusual spell of humidity. Then the temperature dipped. And finally, a record-breaking heatwave struck, particularly in central France and the region of Champagne.

Vincent Chaperon watched it all with a wary eye. Most winemakers did. But Chaperon carries an extra burden. He is the cellar master for Dom Pérignon. And Dom Pérignon is special.

Special in a James Bond, Marilyn Monroe, iconic way. But also special in a wine way – the kind that concerns Chaperon. Dom Pérignon is special because it is vintage-only.

Most of the hundreds of other producers in Champagne make both vintage and non-vintage wine. Vintage, made only from the grapes of a single year, is always a precarious bargain with God and the elements. It’s not unusual for
a champagne house to skip a year and lean on its non-vintage wine for its annual production and sales. Non-vintage champagne comes with lower price points, less lofty expectations and – crucially – can be made from a mixture of years, allowing a winemaker more latitude.

But not Dom Pérignon. Its special origins, peculiar 20th-century rebirth and proximity to sister brand Moët et Chandon contributed to a different path – that of only making vintage wine. The lack of a non-vintage is part of the mystique of Dom Pérignon. Partly because its vintage-only status signals prestige. Partly because it is something that other maisons simply do not do. And partly because the year that a bottle of Dom Pérignon is produced is a crucial part of its mythology.

When Sean Connery’s James Bond picks up a bottle to defend himself against Dr No, the villain counsels him that it would be a pity to break a bottle of Dom Pérignon 1955. Bond agrees and puts the bottle down, before pointing out that he prefers the ’53.

The numbers matter. That becomes abundantly clear when…

Read The Full Article at Marketing Week

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