(Thankfully, she went boss-Barbe, because if she didn’t, this would be a very boring story.)
When Barbe, aka the “Widow Cliquot” took over, Veuve was only moving 8,000 bottles a year (just 4% of their peak revenue).
Oh, and BTW, Napoleon was on the march. That meant that the wars had disrupted trade routes, making it pretty much impossible to get champagne into foreign markets.
Something needed to change—and fast.
That’s why Barbe stopped selling wine.
She started selling a feeling.
Turning grapes into gold
Instead of just focusing on the product, Barbe knew she had to position Veuve Clicquot as more than just a drink—it had to be a symbol of luxury, celebration, and exclusivity.
The realization came to her at a dinner party when she saw a man open a bottle of Veuve.
As she put it, "The moment before he opened our bottle, he was merely wealthy.”
That’s when it clicked for her—champagne wasn’t just wine.
It was a transformation, a marker of success and prestige. From that moment on, she knew they weren’t just selling champagne; they were selling an experience.
By focusing on this emotional connection, she began creating a brand that wasn’t just about taste—it was about what champagne represented.
But back in those days, building a brand wasn’t as simple as changing your logo and running a new Meta campaign.
(I’d argue that it’s STILL not that simple.)
Getting Veuve to be considered the “royal champagne”required a big, bold move.
AKA, the ultimate PR box
In a last-ditch effort, Barbe sent 10,500 bottles through a Russian blockade to St. Petersburg for the Tsar and the royal family. (PR teams, take notes.)
The letter that came with the cases of Veuve. I think it reads “Sorry about Napoleon. Enjoy this wine!” (via Veuve Cliquout)
To set her champagne apart from the competition, Barbe didn’t just focus on the product itself; in her letter, she crafted a narrative.
While other merchants marketed their offerings as "fine wine," Barbe branded her bottles as Königswein— or “Wine of Kings.” This wasn’t just champagne; it was a symbol of luxury, prestige, and celebration, worthy of royalty.
By attaching this powerful story to the bottles, she turned her champagne into more than a drink—it became a statement.
And the statement stuck.
The Russian aristocracy didn’t just drink Veuve Clicquot: they REVERED it.
So much so that Catherine the Great called it “the best wine for the Empress, and the best wine for Russia.”
And when you have a Fabregé egg named after you, those words resonate with people.
How much do you think a Fabregé omelette would cost? (via Obselik Art History)
The champagne became synonymous with royalty, luxury, and sophistication.
Barbe-Nicole’s gamble paid off, securing Veuve Clicquot’s place as the champagne of choice for the elite, not just in Russia, but across Europe.
Now, let’s jump to modern times.
Aged to perfection
Veuve Clicquot is still driven by the same bold, trailblazing spirit that Madame Clicquot brought to the brand all those years ago.
While the champagne has become a global symbol of luxury, it’s clear the brand’s foundation is still rooted in her vision but is now expanding beyond royalty.
2 years ago, Veuve Clicquot showed us what modern luxury marketing looks like with their “Good Day Sunshine” campaign.
Instead of leaning on the usual high-end tropes, they went a different route: everyday objects like an egg yolk and an umbrella paired with that Beatles’ classic.
It was playful, unexpected, and made the brand synonymous with special occasions feel just a little more relatable—without losing that luxe vibe.
It’s not easy to pull off “approachable but still aspirational,” but this campaign nailed it. It’s a masterclass in how to evolve a 250-year-old brand for modern audiences.
The biggest takeaway? Veuve Clicquot isn’t just about champagne anymore—it’s about living a certain lifestyle.
Whether it’s the iconic yellow label, collaborations with high-end brands, or a focus on experience Marketing, Veuve has built itself into more than just a drink.
And even with all the changes, the brand still looks to its founding story to guide its future, keeping everything fresh while honoring its past.
This New Year, I raise my glass to you, Widow Clicquot.
MARKETING CHEAT SHEET (WHAT TO LEARN FROM THIS CAMPAIGN)
1️⃣. Commit to Your Brand Pivot: Changing your brand isn’t just about tweaking a few things; it’s about full commitment. Barbe didn’t just change the champagne—she changed the story, the experience, and the way people felt about it. If you’re going to rebrand, go all in.
2️⃣. Sell a Feeling, Not Just a Product: It’s not just about what you’re selling; it’s about how you make people feel. Barbe-Nicole turned Veuve Clicquot into a symbol of luxury and celebration, not just a bottle of champagne.
3️⃣. Lean Into Your Founding Story: Your brand’s origin is a powerful tool. Barbe-Nicole’s story of resilience, innovation, and boldness helped transform Veuve Clicquot into a global icon. Don’t underestimate the power of your own narrative!
4️⃣.Saber that bottle the right way: Fun fact: You don’t need a sword to saber a bottle — you can do it with a butter knife. It’s all about the follow-through.
First, take off the foil and wire cap. Fun fact: it’s called a muselet (and yeah, the “t” is silent).
Then, find the seam of the bottle (the little line that runs down the side).
Next, grab your knife. This could be any old knife from your kitchen, even a butter knife! Sharpness isn’t the goal here (sharp + alcohol = danger).
Put it against the seam near the base of the neck at a 45 degree angle
Then, grip it and rip it. Quickly run the knife straight against the seam, to the lip and out through the top of the bottle. If you do it right, the resonance of the knife sliding against the seam will vibrate the glass and send the cork (and the top of the bottle) flying. Voila!
Remember, it’s not about strength, it’s about finesse and follow-through. And if you’re a newbie, persistence. This definitely took me a few dozen tries the first time. 😳
PSA: Do this outside or over a sink and point it away from anyone. Accidents happen and glass in the kitchen is no bueno.
IN A MEME
Ahh, the bell has rung. Please be sure to do the reading (follow The Marketing Millennials on LinkedIn and me, Professor Millennial, on X).
Off you go, passing period is only 11 minutes and there’s already a line at the vending machine that sells chilled champagne.
Until next year,
Professor Millennial
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