Chandon’s Rebrand: A Much Needed Facelift
When it comes to luxury wine, few brands have recognized the need for reinvention as clearly as Chandon. Once known primarily as Moët & Chandon’s sparkling sibling, the brand has recently repositioned itself as a global powerhouse in the sparkling wine market. Its rebrand is not just about aesthetics—it’s a strategic business move to capture younger audiences and secure future growth.
Why the Rebrand Was Necessary
The global sparkling wine market has seen steady growth, particularly in segments driven by younger consumers. Prosecco, pét-nats, and craft beverages have been surging in popularity, pulling attention away from more traditional brands. At the same time, Gen Z and millennials expect brands to offer more than just heritage—they demand authentic stories, aspirational values, and modern design cues.
For Chandon, this created both a risk and an opportunity. Without a refresh, it risked fading into the background. With the right strategy, it could revitalize its image and expand its share of the global sparkling wine market.
Strategy: Growth Through Storytelling and Design
Chandon’s rebrand focused on repositioning the brand around three pillars:
Adventure & Discovery – The introduction of the bold “North Star” symbol signals exploration and aspiration. This resonates with younger consumers who see luxury as an experience rather than a possession.
Global Unity – Chandon’s six wineries across four continents became a strategic asset, reinforcing its identity as an international brand rooted in terroir. This narrative appeals to consumers increasingly curious about global wine cultures.
Modern Aesthetics for Modern Consumers – The sleek, minimalist packaging reflects premium quality with contemporary relevance, aligning with younger demographics who value both authenticity and design.
Results: Building a Growth Trajectory
Since the rebrand, Chandon has reported strong gains in brand awareness, particularly in North America and Asia. By adopting a more unified global voice and investing in social-first campaigns, Chandon has increased its appeal among millennials and Gen Z, who now represent the fastest-growing consumer segment in luxury beverages.
In 2022, the sparkling wine category grew by over 6% worldwide, with younger drinkers driving much of that expansion. Chandon’s strategic refresh has positioned it to capitalize on this trend, strengthening its role within the LVMH portfolio and carving out growth beyond the traditional Champagne market.
Lessons for Other Brands
Chandon’s rebrand shows how legacy businesses can spark new life by aligning tradition with cultural relevance. The playbook is clear:
Refresh design to reflect values, not just trends.
Tell stories that resonate with emerging generations.
Think globally, market locally.
Use rebranding as a lever for business growth, not just a cosmetic update.
What This Means for You
At Brooke Schmidt Marketing, I help brands of all sizes leverage strategy and storytelling to connect with modern consumers. Just like Chandon, your brand has the opportunity to revitalize its image, capture younger audiences, and unlock new growth.
Ready to write your brand’s next chapter? Let’s talk.