Its promoters call it YellowWeek. I call it a six-day long promotional and sampling program.
French Champagne producer Veuve Clicquot, the brand creating this event to promote itself, is dubbing it a “tribute to creativity” showcasing gastronomy, arts, fashion and lifestyle.
The website describes the essence of YellowWeek this way:
Veuve Clicquot created Yelloweek to showcase the work of Montréal artists and artisans who constantly push the limits of creativity in the name of beauty and refinement, just as Madame Clicquot did in her time. In 1805, at 27 years of age, Barbe-Nicole Clicquot Ponsardin, to whom we owe the name and success of Veuve Clicquot champagne, took charge of the Maison following her husband’s death. She would become one of the first important female entrepreneurs of the 19th century and create a world-renowned luxury brand.
Equating artists pushing the limits of creativity and a widow who took over her late husband’s company involved in banking, wool trading, and Champagne production is a bit of a stretch. On the other hand, if it means the brand can be at the center of a series of events that gives it increased visibility with the right crowd, why not?
We are told that this “international première edition of Yelloweek” includes four sections and three special events.
- Yellow FASHION will shine a light on the creations of four innovative designers on their way to international recognition. Birks store will also unveil for the first time the exclusive Birks Yellow Diamond Collection.
- Yellow TABLE will feature an exquisite series of champagne pairing dinners at five of the most iconic restaurants in the city, matching the best of their cuisine to the best of Veuve Clicquot.
- Yellow ART will introduce aficionados and the public to the stunning work of Montreal artists, who have begun to attract the attention of collectors from around the world.
- Yellow PICNIC and Yellow NIGHT will embody the “zeste de folie” spirit of Veuve Clicquot with unforgettable afternoon and late-night parties.
- Yellow By The GLASS will share the joy of champagne throughout the city.
- Yellow CONTEST is an opportunity to share happiness at home.
- Yellow BICYCLE will catch everyone attention in the city.
It’s basically an event-based promotional and sampling program. And it joins other similar programs by Veuve Clicquot’s SEASONS program that includes 'seasonal Canadian moments' such as Clicquot in the Snow (in Alberta and British Columbia), Veuve Clicquot Polo (Alberta) and Yelloween (in Quebec, Ontario, Alberta and British Columbia). It also generates free media for the brand.
I doubt that Barbe-Nicole Clicquot Ponsardin celebrated Halloween in the name of 'beauty and refinement’ but two centuries later, it looks like she organized a nice party at Brassii in Toronto.
Quebeckers and Champagne
According to PMB 2013 data, 13% of Quebec residents drank 1-2 glasses of Champagne/sparkling wine in the past 6 months compared to 7% of Canadians in the ROC. 15% of Quebeckers drank more than six glasses in the past 6 months compared to 9% of Canadians in the ROC.
Your site has good content.
Posted by: josephine wangutusi | June 28, 2017 at 05:38 AM