August 19, 2014
Ruinart Champagne
The New York City Ballet will pair with Ruinart Champagne to create the first official Champagne of the dance company.
The partnership will begin this fall in the David H. Koch Theater, home to the NYC Ballet. Ruinart will have the opportunity to align itself alongside the company and the art presented at each performance, while also likely gaining a consumer base among ballet enthusiasts.
"Starting this Fall, New York City Ballet guests will have the opportunity during performance nights to enjoy a glass of Blanc de Blancs champagne or Ruinart Rosé at the newly opened champagne bar, located on the David H. Koch Theater's promenade," said Nicolas Ricroque, U.S. brand director at Ruinart Champagne, New York.
"The goal of this partnership is the same for both of us: to enhance the ballet's visitor experience at every performance," he said "We will now be the first and only official champagne of the NYCB, which confirms the seamless extension of our established commitment to the arts."
Champagne and plié
The New York City Ballet’s first official Champagne will be served at the company’s special events as well as at a Ruinart Champagne bar in the lobby of the theater. These events include the fall and spring galas, the annual luncheon and world premieres.
At the spring gala for the ballet company, the Champagne was served to celebrate the 50th anniversary of the opening of the New York State Theater, which is now the David H. Koch Theater.
Ruinart Champagne toast at spring gala
The spring gala featured a performance that was similar to the inaugural performance of the theater in April 1964.
Ruinart is demonstrating its commitment to arts by offering its products at performances.
This season is Art in Motion
The hope of the brand is to link an evening at the ballet with the thought of drinking Ruinart Champagne.
New York City Ballet's 2014-15 season will highlight art in motion.
Name recognition
When a Champagne brand sponsors an art event they are letting consumers know about the parallels between the brand and artistic ventures.
For instance, French Champagne house Krug celebrated its annual Grande Cuvée blend with a live tasting event in London that married the sound of Champagne bubbles and live orchestra music.
Champagne and music lovers joined Krug in unveiling its latest recreation of its Grand Cuvée while enjoying the music of London’s Philharmonia Orchestra and tasting the 2014 vintage at The Loading Bay in Shoreditch, London. Creating interesting, culturally-relevant tasting events allows a brand to stay top of mind among new consumers (see story).
Also, LVMH-owned Champagne house Dom Pérignon was partnering with Fondazione dei Musei Civici di Venezia to help renovate the International Gallery of Modern Art which is housed in Ca’Pesaro palace in Venice.
Two rooms that will be renovated in the 17th century palace are currently storage facilities, but will be transformed into exhibitions featuring young artists. Dom Pérignon’s involvement with this project will likely align the Champagne brand with artistry and design, generate interest in the brand from both Venetians and tourists and immerse the brand within the city’s culture (see story).
Creating a stage for consumers to recognize similarities between the renowned ballet company and Ruinart will link the two in consumers’ future encounters with the brand.
"Ruinart Champagne is the world's first champagne house, while the NYCB is one of the foremost dance companies in the world," Mr. Ricroque said.
"Together, we provide the key ingredients for an elegant, exceptional evening," he said. "We are both committed in pursuing the same ideals of tradition and heritage, elegance and sophistication. From the beginning of the project, the partnership appeared to be a perfect match."
Final Take
Nancy Buckley, editorial assistant on Luxury Daily, New York
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