Maison Perrier-Jouët’s latest campaign unites art, nature, and champagne in an effort to tackle climate change.
Maison Perrier-Jouët, a French champagne house, is stepping into the climate change conversation with their latest US campaign, “Fill Your World With Wonder,” in collaboration with award-winning French actress and climate change advocate Mélanie Laurent. With art and nature at its core, this house wants to create a more sustainable future in champagne and inspire a deeper connection with the world around us.
Teaming up with female-owned floral design studio FLOWERBX, Perrier-Jouët was able to bring an immersive pop-up experience to New York City for 21+ consumers to visit December 1-2 while tackling proactive eco-consciousness within the alcohol industry. Outside of the event, the champagne house also partnered with DoorDash to bring the gift of bubbly via flower-powered bikes to consumers.
The discussions happening surrounding the throes of our current climate crisis are inescapable —both ecologically as we watch in real time sea levels rising and many species being driven out of their habitats, as well as socially as we witness activists demonstrating public displays such as gluing their hands to airport runways and influencers like Alaina Wood who has created a platform to generate greater awareness. Whatever it may be, the conversations are occurring and brands are listening and choosing to be part of the solution.
For a majority of GenZ and Millennials, supporting an eco-conscious brand is important to them, and retailers are recognizing that —especially within the luxury sector.
Last month, Perrier-Jouët announced a new sustainability initiative to enrich biodiversity within their champagne through the creation of reservoirs and ecological corridors. Coordinated by the Mission Coteaux, Maisons et Caves de Champagne-World Heritage, an association created by UNESCO, this project is an impactful addition to the environmental efforts and experimental regenerative viticulture program deployed on 32 hectares of Perrier-Jouët’s vineyard with the expectation of extending it to the entirety of its vineyard by 2030.
The transformation of their vineyard, efforts to combat climate change, and floral experience brings a meaningful and artistic collaboration to the alcohol space. Labels beyond the garment industry re-evaluating their carbon footprint and taking part in the climate change solution is an important step in the right direction towards achieving maximum efficiency.
