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Wine Description
The Story
Ask the average Frenchman to name one champagne house their answer would probably be Mercier. For all of its present popularity, Mercier Champagne House owes its biggest debt of gratitude to its founder, Eugène Mercier. He was a man endowed with amazing energy, innovative vision and a flair for extraordinary publicity stunts, and he was only twenty years-old! His simple ambition was to bring high-quality champagne to everyday folk which he accomplished through a series of stunning events, an aggressive price policy and a highly-creative advertising strategy that retains its brilliance a century later.
Wine Information
The cheapest advertising campaign I have ever run
In 1900, Paris hosted the last World Fair of the century. Eugène Mercier came up with new ideas of bringing his champagne to public attention. First, he organised trips high above Paris in a Mercier-branded hydrogen balloon with great commercial success. Over 10,000 Parisians discovered Paris at an altitude of 300 metres, which is to say the height of the Eiffel Tower, in a captive balloon with his brand name painted in 3-metre high letters that could be seen from the ground. It also became the first advertising medium of its kind.
On 14 November, when the fair officially closed its gates, a ceremonious flight from Paris to Épernay was organised. The journey started in fabulous weather, but near Èpernay the weather changed for the worse and while trying to land, they lost control of the valve and against their will, a random, yet rapid flight began. After four hours and immense difficulties, they finally landed in a small village called La Besace, which is not far from the Belgian border. The border police inspected the balloon and found six bottles of champagne. The pilot got a fine for the illegal importation of alcohol.
“This was the cheapest advertising I have ever run. The press reports about this accidental adventure will end up costing me less than an eighth of a cent a line”, Eugéne Mercier cheerfully stated.