Ch. 10 - Product Concepts

        Dom Perignon is a specialty product with a prestigious and high-end name associated with it. Those who purchase Dom Perignon rarely do so on a whim and may have to do some research and planning in order to find somewhere to purchase a bottle. Dom Perignon itself is part of the group LVMH, a group specializing in high-end goods including wines, spirits, leather goods, fashion, perfume, watches and jewelry. LVMH boasts a unique product mix width among their wines and spirits which include Moet & Chandon, Krug and Hennessey to name a few. Having a diverse product mix allows LVMH to sell a wide variety of wines and spirits to potential buyers, Dom Perignon included. Because Dom Perignon is a vintage cuvee, each product in their product line is essentially unique for that year and cannot be recreated, regardless of what demand calls for. According to Dom Perignons website, their current product line includes a rose 2000, a vintage 2003 and two oenotheque 1996 and 1990 vintage and rose respectively. Additionally, Dom Perignon has added a specialty bottle designed by director David Lynch to their product line for the rose 2000 and vintage 2003 champagnes.  
       Dom Perignons brand name speaks to excellence and luxury. Many people recognize the name as being the gold standard for luxury champagnes, regardless of whether or not they have tried it. This kind of brand recognition is due in part to cooperative branding by Moet & Chandon. When Moet & Chandon first acquired Dom Perignon in the 1950s, the two champagnes appeared side by side in their print ads. This was done in order to create a positive association with Moet & Chandon and the lesser known Dom Perignon. Once Dom Perignon gained a reputation for excellence, it was able to carry its own brand name thanks to Moet & Chandon. While the average consumer can't necessarily afford to stay brand loyal to Dom Perignon, buyers from restaurants and nightclubs tend to stay brand loyal to high end champagnes like Dom Perignon and will keep their establishments stocked with the fine champagne as long as it is selling.
        Another reason that Dom Perignon comes out ahead above the rest in regards to brand recognition is their unmistakeable and iconic packaging. Since its inception in the early 1600's, Dom Perignons gold shield has remained virtually unchanged on every bottle. Each bottle boasts the prominent shield, making it the most recognized logo of any champagne manufacturer. Many recognize the shield as a symbol of high quality champagne and excellence. The gold shield has become synonymous with wealth and prestige, which is exactly the kind of image that Dom Perignon has strived for for centuries. Noted artists like David Lynch have undertaken the privilege and task of redesigning the logo and bottle, while it still remains recognizable. When Dom Perignon created tribute bottles to artist Andy Warhol, the iconic shield appeared in bright blue, pink and green in order to honor the late artist. In both cases however, the bottle and logo designs keep the original integrity of a time honored and classic packaging.