Champagne Ruinart and their brand strategy 2022

Abstract

This case will help students better understand the changes that are currently happening in the luxury industry due to consumer behavior changes. It is important to understand that new perspectives on champagne from consumers now make Champagne Houses need to find new strategies to attract consumers and retain them. Ruinart, the oldest House in the market, is also considered the most innovative and disruptive one, as competitors keep following Ruinart’s new strategies. The protagonist, Frédéric Dufour, is the Chief Executive Officer of Champagne Ruinart since 2011. He has been developing the global strategy of the company, while keeping its luxury image and authenticity. Since the launch of the new vintage Dom Ruinart 2002 in 2013, Dufour is now embodying change in this luxury industry by implementing environmental, artistic and diversity matters, thus disrupting the market Ruinart was already in. Indeed, apart from their new Second Skin case 100% recyclable, their whole supply chain was changed to respect the environment and the biodiversity. As part of the LVMH group, Ruinart is now completely differentiating itself from competition, even within the group, while reaching new customers that are more environmentally friendly or interested in artistic customer experiences. However, as Frédéric Dufour was paving the way to competitors to follow Ruinart in this luxury market, important questions about the future of the company, its marketing strategy and global strategic plan are raising. By being a disruptor in this industry, is Ruinart facing new risks? What would it take to remain one of the leaders in the market while differentiating from the competition?

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