The executive director for Champagne house Piper-Heidsieck has said the nature of the luxury market is changing, as the sector looks to align with today’s consumers.
Speaking to just-drinks after the launch of prestige cuvée Rare Le Secret, Benoit Collard said the world of luxury “is no longer just about the brand”. He said consumers are moving away from opening expensive bottles ‘just to be seen’.
“The world of luxury is changing so much – it is no longer just about the brand,” said Collard. “It’s when the brand is at the service of the product. That’s what I would like Rare to be – a luxury brand that is at the service of the quality of the wine.”
According to Collard, the need to open an expensive bottle ‘just to be seen’ is being replaced by “savvy” consumers who know about wine.
Meanwhile, Piper-Heidsieck took the decision to remove ‘Piper’ from the Rare label last year, in an effort to further differentiate the brand.
“We could see that the consumer of Rare Champagne is very often different to a Piper-Heidsieck consumer,” Collard said. “We felt there was a confused message with ‘Piper Rare’ that wasn’t helping Piper-Heidsieck or Rare. In the same way Lexus and Toyota are two different brands showcasing and highlighting the quality and know-how of the Toyota Group – they are still two brands with different aspirations with different target audiences.”