December 13, 2012
The White Club, a private wine & Champagne members club consisting of 50 members, is partnering with watchmaker Parmigiani and sports car marker Bugatti to host a weekend-long event at French estate Domaine de la Romanée-Conti where attendees will taste the most expensive wines in the world.
“The Most Exclusive Luxury Tasting in the World” will take place this weekend in Burgundy, France where the wine estate is located. The event provides culinary and wine experiences for the exclusive club’s members.
“The event is about sharing and making a statement that the luxury world needs uniqueness and rare experiences to continue to exist,” said Malene Meisner, CEO of The White Club, Basel, Switzerland.
The White Club is an International Private Members Club specializing in fine and rare wines. Access is by invitation only and is limited to 50 members worldwide.
Wine-lovers’ weekend
The White Club weekend takes place Dec. 14-16.
The small group of attendees will have accommodations at the 19th-century Chateau de Mercurey that is located near vineyards in Burgandy.
Hosts from The White Club and Parmigiani will guide guests through tasting experiences that include some of the rarest wines.
Wines from Domaine de la Romanée-Conti and French vintner Henri Jayer are two that will be served over the weekend.
Domaine de la Romanée-Conti bottles
There will also be a first-time stacking of 12 pre-phylloxera Domaine de la Romanée-Conti wines from seven grand crus. Each bottle averages a cost of $12,723.
The wines that will be served over the weekend were gathered through The White Club’s selection process.
Culinary offerings during the weekend will be paired with the wines served.
The White Club is hosting three different experiences for guests over the weekend that range in price from $1,177-15,697.
The partnership with Parmigiani came about due to the similarities between the precision in choosing a watch and a bottle of wine, per the watchmaker.
Parmigiani and automaker Bugatti formed relationship in 2010 through the design of the well-known Parmigiani Bugatti Super Sport Watch.
Parmigiani Bugatti Super Sport Watch
That’s the spirit
Spirits marketers seem to tap experiential marketing to cater to affluent consumers.
For example, Scottish spirits brand John Walker & Sons is inviting select guests in Asia-Pacific on board a branded yacht to partake in activities that will explore the history of the brand and showcase the new triple malt John Walker & Sons Odyssey.
The path of the John Walker & Sons Voyager yacht follows the original trade routes taken by ships that first distributed its whiskeys around the world (see story).
In addition, G.H.Mumm tapped affluent consumers’ preference for experiential marketing with a new event tactic shows guests the rituals of Champagne tasting.
The first G.H.Mumm Ball was held in September in Paris (see story).
The White Club’s goal is to offer its members a once-in-a-lifetime event over one weekend so that their membership in the club can be enhanced.
“Domain Romanee Conti. Parmigiani, Bugatti and The White Club all have extreme exclusivity and uniqueness behind their brands and this is what will be shown and experienced by the participants," Ms. Meisner said.
Final Take
Tricia Carr, editorial assistant on Luxury Daily, New York
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