Establishing the oldest Champagne House in the world as a force in the art world
We were retained in 2007 by Ruinart (part of the LVMH Group), the oldest Maison de Champagne, to raise brand awareness and create prominent visibility in Italy. The objective was to promote new Ruinart vintages and Champagne experiences, to highlight creative collaborations reinforcing Ruinart’s ties to the art world and to enhance Ruinart’s sustainability program. The brand nurtures bold ambition of becoming the most eco-responsible champagne house, both as a trailblazer and a source of inspiration on social and environmental issues. We were also asked to create an ‘Influencer Outreach Program’ for Ruinart to increase the Maison’s visibility on social media.
To reinforce the brand’s uniqueness and positioning at the intersection of the worlds of premium spirits and art, we developed and implemented a strategic, multi-channel communications program from media relations to impactful special events and collaborations. We supported the Maison during international launches of artistic collaborations with the likes of Erwin Olaf, Jaume Plensa, Liu Bolin and Vik Muniz, among others. We arranged participation and prominent exposure for Ruinart at leading art fairs like Art Basel, Frieze London, miart, Artissima and at biennials such as the Venice Biennale and Manifesta, and invited key editors to secure prominent coverage in important Italian media.
To create unforgettable experiences in the universe of winemaking, we organised visits to Ruinart’s Crayères cellars in Reims, a Unesco World Heritage Site. Our ‘food for art’ program brought together the Maison’s cellar master, Frédéric Panaïotis, and a Michelin-starred chef in some of the Maison’s most evocative spaces in Reims for sensational tastings and gastronomical pairings. On the occasion of Maison Ruinart 1729 anniversary, we organised memorable events for VIPs, opinion leaders, institutions, consumers, press and influencers, first on the private terrace of a suite at the Gritti Palace in Venice, followed by another event at Stadio di Domiziano in Rome’s Piazza Navona.
We also provide support for Maison Ruinart’s decision to embark on a long-term sustainable development project founded on the credo that no human product truly lasts unless it is created in respect for the environment. We take part in every aspect of the project that involves many fundamental components, from vineyard to winemaking, from waste management to green energy, from eco-designed packaging to shipping, and the transmission of savoir-faire.
Our impactful and ongoing media coverage (brand sagas, product placement PR, social media coverage) has ensured that Ruinart is top-of-mind among key editors and influencers and the toast of the art world. It is widely viewed today as the Champagne of contemporary art and of those ‘in the know’. The unconventional link between ‘food & art’ and the artistic collaborations have expanded the image and unforgettable luxury experience of Ruinart, a Maison anchored in heritage and know-how, but forward-thinking as a responsible champagne house when it comes to social and environmental issues.
We regularly key editors to visit and experience the Crayères and have secured prominent coverage for Ruinart’s guiding ambition to bring the historical Maison into its fourth century of existence as a pioneer in sustainability. Maison Ruinart will be commissioning a new artistic or architectural project in Reims every year until September 2029 when it will mark its 300th anniversary, with the objective of integrating sustainability into its innovation and creativity. In 2020 we successfully introduced “Second Skin”, a revolutionary packaging, made of natural wood fibres a direct homage to Maison Ruinart’s historical Crayères, a UNESCO World Heritage site and a reflection of responsible art de vivre.