Chandon takes over pub gardens this summer
25th July, 2014 by Gabriel Stone
Moët Hennessy’s sparkling Argentine brand Chandon has launched the next big phase of its UK push in the form of an eight-week partnership with Mitchells & Butlers’ Premium Country Pubs.
Thirty Chandon Gardens have been set up across the pub group’s estate with an aim of reaching 6,000 consumers over the next two months. Focusing on pubs that offer “a chic and casual feel” with enough outdoor space, featured venues include The Marchmont Arms in Hemel Hempstead, The Ship Inn in Lymington and The Lyttleton Arms in Hagley.
Building on an earlier presence at Taste of London this year, the Chandon Gardens feature branded tables, chairs, flutes and other accessories, all designed to capture “the vibrant, youthful Argentina social scene” that the brand is aiming to project.
The initiative marks part of a £1.5 million investment by Moët Hennessy this year to establish the Chandon brand in the UK, where the drinks group believes there is an opportunity to cultivate a niche between Champagne and cheaper sparkling wines.
Commenting on this programme, Chandon marketing manager, Maria Ines Pina,said: “We are delighted to be working with Mitchells & Butler on this initiative; we have already seen strong sales for Chandon since it was listed in the Premium Country Pubs division just three months ago and feel that this additional exposure will boost consumer trial and strengthen loyalty to the brand.”