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Bollinger has picked the year 2014 to relaunch its R.D. Cuvée, or Récemment Dégorgée Cuvée. (recently disgorged). It has been selected to appear in the next James Bond movie.
This is small news for all House Bollinger fans, but a real scoop for all James Bond aficionados. In the 24th opus to be released at the end of 2015, British secret agent 007 will be drinking Bollinger R.D. 2002 ! In the meantime, the second semester 2014 was earmarked by the festivities surrounding the re birth of Bollinger’s High range cuvée. « 2002 is a majestic vintage produced only 5 years after the previous one. » A successful launching is therefore crucial for Bollinger » admits Clément Ganier, marketing Director. « This is our primary objecive for 2014. »
In order to organize an event to celebrate their mythical cuvée, the House’s team have gone through the company’s archives, looking for any document related to Bollinger RD’s history. They discovered their first marketing asset : 50 years of Bolliner RD vintages. The very first vintage is dated 1952, and the latest one 2002. This anniversary outlines the House’s history and particularly, the essential part played by Elizabeth Bollinger, the true creator of the cuvée. The second aspect of the strategy stresses the exceptionnal personnality of the product. This is where the Cellar Master Gilles Descôtes takes charge to reveal the secrets of Bollinger R D exceptionnal cuvée.
These two main communication themes appear in the Press kit as well as during the events organised by the House. Traditionnal commercial campaigns are scheduled, along with new specific actions on the social networks used to broadcast a video clip, and all this, in spite of the French Evin law that reduces the campaign. Nevertheless, a royal launching for his Majesty Bollinger.