project

W I N E A N D B E V E R A G E P R O J E C T

Supernova
Champagne
Space equals infinity. Infinity could be anything,

infinity number of colors, smells or tastes.

GROUP MEMBERS
THE TEAM BEHIND THIS PROJECT

Iryna Manzhos
Production &

analysis

Arina Varekha
Competitors &

market research

Anastasiia
Dogadina

Label strategy &
target audience

Marharytha
Sabanadze

Creative concept &
design

Description of the label
Target audience
Market research and industry analysis
Competitors analysis
Private Label description
Production volume
Branding strategy
Wine label
Packaging decisions
Conclusuion
References

TABLE OF
CONTENTS

Supernova champagne personifies the
process of gas cloud creation in itself,
inspired by the fact that the biggest
gas cloud in our galaxy – Sagittarius
B2 has raspberry flavour created by
accumulation of needed ester

Our production is inspired by charming
champagne village les Riceys, where
we put our production and created the
perfectly tasted rosé brut champagne.

INTRODUCTION
The space tastes like raspberry. Enjoy
the flavor of space in your champagne
flutte.

Our concept is clearly visible in the
label and bottle design and our label
strategy

•Cervo mountain boutique resort
Zermatt (an old, private chalet at the
edge of the wood with special features
of such an exclusive location).

•Starling hotel Lausanne (offering
Pop Art atmosphere and a
panoramic view on the alps and the
lake).

TARGET AUDIENCE
B2B – SELECTED ESTABLISHMENTS: SMALL LUXURIOUS HOTELS AND

RESTAURANTS.

•Odeon Restaurant Genève
(emblematic Geneva place with a
warm and relaxed atmosphere, where
the chef and his teamwork with the
products with all the creativity).

•Café Beau-Rivage in Lausanne (has
been in the market for 30 years, as
the charming interior is delightful
and wows everyone who loves
elegant brasseries and quality
service).

TARGET AUDIENCE

Total amount of production: 2000 bottles per year

Cervo mountain boutique resort Zermatt: 800 bottles
per year

Starling hotel Lausanne: 200 bottles per year

Odeon Restaurant Genève: 600 bottles per year

Café Beau-Rivage in Lausanne: 400 bottles per year

ALLOCATION OF
BOTTLES TO THE
BUSINESS PARTNERS

Once mostly a special-occasion beverage — reserved for
weddings, New Year’s toasts and birthdays (Laurie
Daniel,2018)

The conventional wisdom is that younger people might balk
at spending $40, $50 or more for a bottle of bubbles.

Champagne market players focus on branding their products
in line with royalties.

The champagne market size was valued at $5.8 billion in
2018, and is estimated to reach $7.4 billion by 2026

MARKET RESEARCH

Consumers in Switzerland drank around 255 million litres of
wine in 2019 (Swiss drinking more local wine, 2020).

Total sparkling wine consumption in Switzerland rose by 3.3 %
to about 20 million litres.

Switzerland has retained its title as the country with the highest
density of top-class restaurants, per capita, in the world
(Switzerland still has highest density of Michelin-starred

restaurants in the world, 2020).

MARKET RESEARCH

Good branding strategy
Labeling decisions
Strong allocation
Unique concept

The famous “Taste of Riceys”

Strengths

SWOT ANALYSIS

Find more restaurants hotels to allocate at
Think about cooperation with brands

Finding new ways of champagne
production

Participation in wine and champagne
competitions => prizes and awards

Opportunities

Relatively short period of time presented at
the given market

High package expenses => less profit
Smaller production volume

Small number of partners B2B

Weaknesses

Threats

Climate change
Logistical problems
Global oversupply

Regulations from the government

Political and governmental legislations
and regulations

Wage legislation
Trade regulations and tariffs related to

the consumer service

Political

PEST ANALYSIS

Social

Economical

Technology

Recent technological development by
Supernova competitors

New technological development

Culture of wine drinking
Leisure interests

Wine is part of the social, cultural and
culinary habits of Swiss consumers

Tendency of Swiss to consume wine
Exchange rate EUR to CHF

Inflation and interest rates

COMPETITORS ANALYSIS

25,75 euro
100% Pinot Noir

MORIZE PÈRE ET
FILS 2017

25,20 euro
100% Pinot Noir

Small-estate Champagne

JEAN-JACQUES
LAMOUREUX 2009

21,40 euro
100% Pinot Noir

MOREL 2017

Region of production – south of Champagne,
commune des Riceys, sitated in the south of
l’Aube. Part of Сôte de Bar

Grape variety – 100% Pinot Noir (Blanc de Noir)

Production method – saignée.

Vinified in stainless steel vats (AOC Rosé-des-
Riceys, 2020).

Village les Riceys AOC

PRODUCTION

Rosé de saignée is macerated rosé
Champagne.
Saignée method provides more
intense taste and stronger flavour.
Then our saignee rose is bottled and
sugar and yests are added
Mise sur Lattes where second
fermentation takes place (8 weeks)
Ageing (2 years)

Pointage (shaking the bottles),
Riddling (gradual tilting of the bottle
neck-down) and Mirage (inspection to
check the wine’s limpidity) (Poignetage,
n.d.)
Disgorgement by hand (removing the
dead yeasts by holding the bottle upside
down and quickly tilting back) (From
Wine to wine wine-making, n.d.)
Dosage
Dressing

PRODUCTION

COST OF PRODUCTION

LABEL
STRATEGY

Social media
•Currently, our champagne brand is performing its label
marketing through social media. For instance, through Instagram
and Twitter, as they are very modern communication channels that
are widely used for promotion purposes (e.g. Stories ads, IGTV
ads, re-tweeting consumer reviews).

Monthly tasting
•Also, since our partners are restaurants and hotels, we plan to
arrange monthly tasting of our champagne there. We are going to
send invitations to the owners of famous establishments,
sommeliers, bloggers etc. By doing so, we plan to attract more
business partners and expand our level of production.

Relationships
•Furthermore, in the future we are planning collaborations with the
finest of artists, celebrity icons and athletes

Supernova explosion →
disintegration into particles →

particles form the cloud → cloud
forms the taste

Sagittarius B2

PACKAGING DECISION

•Glitter symbolizes particles that are traveling through
the space and finally getting together creating a
unique flavor.

Glitter

•Dressing of the bottle consists of cork, muselet, plaque
de muselet. Label on the bottle contains a picture of a
gas cloud

Dressing

PACKAGING DECISION

•Information about the product such as
name – Supernova, year of grape had
been harvested (2018), this is a product
of France, Rosé des Riceys is the
certification of geographical location,
•Blanc de Noir means that Supernova
champagne consist 100% of Pinot Noir,
content of sugar is brut – 0-12 g/L, one
bottle contains 75cl of champagne with
percent of alcohol 11,5%.

Information about the product

CONCLUSION

In conclusion we would like to mention that our concept and
production details perfectly suit to the chosen target audience.

Furthermore, our label strategies allow our brand to develop and
find new opportunities, such as monthly tasting invitations and
promotion our brand in social media and attraction of celebrities.

We are positive that our unique selling offer corresponds to the
high-level events, celebrations and to the selling in luxurious hotels.

REFERENCES

•Belloche, A., 2015. Exploring Molecular Complexity With ALMA (Emoca): Deuterated Complex Organic Molecules In Sagittarius B2(N2). [online]
Astronomy & Astrophysics (A&A). Available at: https://www.aanda.org/articles/aa/abs/2016/03/aa27268-15/aa27268-15.html•
[Accessed 18 November 2020]
•Blanche, M., 2016. Le Rosé Des Riceys : Un Vin Champenois Unique Et Royal. [online] La Champagne. Available at: https://www.aube-
champagne.com/fr/le-rose-des-riceys-un-vin-champenois-unique-et-royal/• [Accessed 19 November 2020].
• Champagnertraum. 2017. [online] Available at: https://www.champagnertraum.de/shop/champagner-weiß/morize-cuvée-tradition/#cc-m-
product-6500200111• [Accessed 19 November 2020].
•Champagne Rose Des Riceys Morel. 2020. Champagne Pur Rosé. [online] Available at: https://champagnemorel.com/fr/produit/champagne-
pur-rose-saignee/• [Accessed 19 November 2020].
•Digitale, W., 2020. Beau-Rivage Palace Hotel – 5-Star Hotel – Café Beau-Rivage – Lausanne, Switzerland. [online] Brp.ch. Available at:
• [Accessed 20 November 2020].
•2020. Fern Fort University. [online] Available at: http://fernfortuniversity.com/term-papers/pestel/nyse4/6819-majestic-wine-plc.php•
[Accessed 19 November 2020].
•Forbes. 2014. Космос Пахнет Малиной. [online] Available at: https://forbes.kz//news/2014/06/16/newsid_61158?• [Accessed 19
November 2020].
•GM Consultant. 2016. Oenology: The Delicate Issue Of Vats In The Wine-Making Process. [online] Available at:
http://www.gmconsultant.com/en/oenology-the-delicate-issue-of-vats-in-the-wine-making-process/ • [Accessed 19 November 2020].
•K&L. 2020. Jean-Jacques Lamoureux “Réserve” Brut Champagne. [online] Available at: https://m.klwines.com/p/i?i=1191731• [Accessed 19
November 2020].

REFERENCES

•Le Guide Machette Des Vins. 2020. Le Guide. [online] Available at: https://www.hachette-vins.com/guide-vins/les-vins/morel-2017-
2021/202136150/ • [Accessed 19 November 2020].
•Resort, C., Resort"?, I., pool?, D., Resort"?, I., have?, H., Resort"?, W., Resort"?, I., Resort"?, A. and hotel?, W., 2020.
Hotel CERVO Mountain Boutique Resort, Zermatt, Switzerland | Escapio. [online] En.escapio.com. Available at:
•[Accessed 19 November 2020].
•Starling-hotel-lausanne.com. 2020. Starling Hotel Lausanne | Starling Hotel Lausanne. [online] Available at: •[Accessed 19 November 2020].
•Swiss Wine. 2020. Alpine Terroir And Unique Grapes. [online] Available at: https://swisswine.ch/en/vineyard/key-figures• [Accessed
19 November 2020].
•Tripadvisor. 2020. ODEON, Geneva – Menu, Prices, Restaurant Reviews & Reservations – Tripadvisor. [online] Available at:
•[Accessed 20 November 2020].
•Vineyards.com. 2020. Champagne Vineyard Map. [online]
Available at: https://vineyards.com/wine-map/france/champagne
[Accessed 19 November 2020].
Xi, T., 2017. PEST Analysis For The Wine Industry. [online] BizFluent. Available at: https://bizfluent.com/info-7806716-pest-analysis-wine-
industry.html
[Accessed 19 November 2020].

QUESTIONS AND
ANSWERS SECTION