Senior Executive at Dom Pérignon on one of the most dynamic luxury sectors

CPP-LUXURY.COM interviewed last week, exclusively, Arnaud de Saignes, Marketing and Communication Director at Dom Pérignon, an LVMH company.

Which are the most profitable distribution channels for the Dom Pérignon brand? Which are your top 5 global markets in terms of sales?

Dom Pérignon’s markets are well balanced. Europe and America are important regions for future growth and Asia offers significant emerging area-bets, developing very fast. Moreover, our customers are increasingly mobile, so our concern is to maintain worldwide our consistent image.

Could the availability of the brand in mass market outlets such as hypermarkets damage the reputation of the brand?

Dom Pérignon is a luxury champagne that transcends the champagne category. Its rich and deep complexity is the result of the process of creation of the wine, succeeding every year in the recreation of a vintage wine. This distinctiveness of Dom Pérignon is worldwide rewarded by a strong image of the brand and a good listing of the distribution channels.

With an ever increasing competition, which elements make Dom Pérignon stand apart?

Dom Pérignon is iconic as a result of the process of creation of the wine. Dom Pérignon is vintage only, assembled from the finest grapes of the year. This means that each vintage is a beginning, a recreation that renews the fragile and mysterious balance so distinctive of Dom Pérignon. Our wine has also a strong ageing potential, it spends no fewer than 8 years in the cellar before Chef de cave Richard Geoffroy decides to release it.

Dom Pérignon is also a wine that is rooted in History of France. Since the 13th century, the Abbaye of Hautvillers has produced a very appreciated wine, and during the 17th century, Dom Pierre Pérignon, who was a monk and the cellarer of the Abbaye, perfected and brought to fame the prestigious wine, served at Louis XIV’s table. Since its origins, Dom Pérignon has been a “precursor” in matters of taste and ever since, Dom Pérignon sets the tone in new taste sensations.

Lastly, Dom Pérignon reveals a contemporary expression through its collaboration with creators in various fields The visual and sensorial expressions of creators, that share with Dom Pérignon a singular boldness, provide the possibility of revealing unsuspected facets of Dom Pérignon’s personality, as well as the opportunity to have its established codes reinvented.

How important is packaging and special editions? You recently launched a collaboration with Jeff Koons.

Dom Pérignon opens up every year to new collaborations with artists and creators to push the brand beyond the known. These pairings are protean, depending on the characteristic of the Vintage and the context. They result of an exchange with the artist or the creator to unveil facets of Dom Pérignon’s distinctive signature. They take the form either of a limited edition or of a happening initiating multi-sensorial experiences.

Previous collaborations lead to limited editions, this includes Marc Newson, a Tribute to Andy Warhol, David Lynch, and this year Jeff Koons. Other collaborations join together in a multi-sensorial happening experience Dom Pérignon to Jean François Piège, Robert Wilson, Lang Lang and Alexandre Desplat as an example.

What is the most effective social media channel, especially in building brand awareness and reputation, in major emerging markets?

One of the key principles of Dom Pérignon is the wine’s singular style and signature, which is a constant of Dom Pierre Pérignon’s key founding heritage. Today, social media use is changing at an incredible rate and different channels rise in different markets. For Dom Pérignon, the most important is to stay true to the brand regardless of the channel, and to have the agility to adapt the message to new channels and new audiences. The brand has its own unique way addressing social media, one of them being that our Chef de Cave Richard Geoffroy has his own blog (

Tell us more about your program Revealing Dom Pérignon through gastronomy.

The design achievements don’t represent the full multi-sensorial proposal to enter and explore Dom Pérignon’s universe. To give an example, Revealing Dom Pérignon through gastronomy is a tasting ritual featuring, around the palette of the vintage, colour, food and wine accords around the vintage. As an example, the golden color of Dom Pérignon Vintage 2004 contains a palette of colors that are revealed only when they touch the palate and light up during a tasting. The simple courses presented during Revealing Dom Pérignon through gastronomy allow to unveil all the different nuances of the wine and make them vibrate mostly through what they evoke during the tasting. This means that Dom Pérignon can be enjoyed over the course of an entire dinner and it will never fail to reveal a different facet of itself.

In your manifesto, it is stated that Dom Pérignon is always a vintage wine. Tell us more.

The cornerstone of Dom Pérignon’s creativity process is the boldness and visionary mind of Dom Pierre Pérignon to declare, at the end of the 17th century, to elaborate “the best wine in the world”

Dom Pérignon keeps the vision intact and enriches it to continually reinvent itself. Today it is up to Chef de Cave Richard Geoffroy to create the wine. Each Dom Pérignon is a true act of creation, a display of daring rewarded by the birth of a new Vintage. Each Vintage is assembled from the finest and rare Chardonnay and Pinot Noir of a single year. Therefore, there can be no Dom Pérignon without vintage and every year Dom Pérignon’s distinctiveness is reinvented.