Midas toasts champagne’s success

The brief: The champagne market in the UK is highly competitive, dominated by big names, so gaining the acceptance and support of the drinks trade is crucial. With a background in the drinks industry and considerable expertise in launching new brands, Midas was wellplaced to handle the brief to launch the award-winning premium champagne brand, Charles Heston, produced by Les Six Coteaux Cooperative, into the UK market.

Strategy and implementation: Charles Heston has won seven prestigious wine industry awards in the past two years, including the Prix d’Excellence Vinalies. Midas advised focussing on this endorsement of quality in all communication to the trade, as well as highlighting Charles Heston as a rarely available northern terroir style champagne. A comprehensive press release with tasting notes was issued to all key opinion formers, specialist drinks writers and the drinks trade press, and Midas organised personal briefings and product tastings in order to secure press reviews.

Results: Midas secured coverage in all key trade titles including The Grocer,
justdrinks.com, Bar, Restaurant Magazine and Decanter magazine. Armed with this editorial endorsement, the client was subsequently able to obtain listings in target restaurants, bars and off trade outlets.