Veuve Clicquot launches new concept store in Selfridges

Veuve Clicquot has become the first Champagne brand to launch a fizz bar and ‘concept store’ in upmarket London department store Selfridges.

The new bar and shop lies within the store’s new Beauty Workshop on the ground floor and comprises an “intimate” 10-seater, floor-to-ceiling ‘bar in the shape of an old fashioned tram, alongside a display of Champagnes, where customers can enjoy a glass of Veuve Clicquot Champagne or buy personalised Veuve Clicquot Arrow gift box (RRP £58.99) created by the in-house team. 

Bertrand Steip, managing director at Moët Hennessy UK said that consumer experience was “central to the buying experience itself – particularly at this heightened time of shopping.”

“We have worked in partnership with Selfridges to be the first Champagne House to create a fully-branded and immersive space that goes beyond just a shopping transaction,” he said.

The ‘Le Tram’ bar will offer Veuve Clicquot Champagne as well as cocktails such as Winter Spritz, Belvedere Winter Spiced Tea Punch and Hennessy Ginger Mule, that fuse the Champagne with sister brands from the Moët Hennessy portfolio.

The limited edition Veuve Clicquot Arrow, which has returned with a new metallic finish, can be personalised with a city of the customer’s choice, showing the exact distance from there to Reims, the home of Veuve Clicquot in France.

Consumers can also pre-book a Champagne tasting or cocktail masterclass that will be conducted on board ‘Le Tram’ by a Veuve Clicquot ambassador.