Dom Pérignon’s ‘Creation is an eternal journey’ Campaign

Introduction: A New Chapter in Luxury Champagne Marketing

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Dom Pérignon’s latest campaign, “Creation is an Eternal Journey,” is making waves in luxury marketing circles - and for good reason. Launched in 2025, this campaign isn’t just another champagne ad; it’s a high-profile fusion of fine wine and high art. The venerable LVMH-owned champagne house has enlisted seven iconic creators from diverse fields to reimagine the Dom Pérignon story. In doing so, Dom Pérignon positions itself not just as a beverage brand, but as a cultural icon, continuing its legacy of blending luxury, art, and storytelling. This article dives deep into the ‘Creation’ campaign as a case study in luxury alcohol branding and explores how creative partnerships can amplify brand prestige. We’ll analyze the campaign’s key elements - from its star-studded cast and immersive experience to its vintage releases - and extract strategic insights that alcohol marketing leaders can apply in 2025 and beyond.

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The ‘Creation’ Campaign Overview: Star Power and Storytelling

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At the heart of Dom Pérignon’s 2025 “Creation” campaign is a lineup of seven renowned creatives drawn from across the artistic spectrum. The collaborators include:

• Zoë Kravitz - actor and director (film)
  
• Tilda Swinton - actor and artist (cinema & art)
  
• Iggy Pop - pioneering musician (punk rock legend)
  
• Anderson .Paak - music producer and director (Grammy-winning artist)
  
• Clare Smyth - Michelin-starred chef (gastronomy)
  
• Alexander Ekman - dancer and choreographer (contemporary dance)
  
• Takashi Murakami - contemporary artist (visual art icon)
  

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Each of these “creators” brings a unique facet of the creative world to the campaign, reinforcing Dom Pérignon’s association with artistic excellence and diversity. Rather than typical endorsement shots, the campaign showcases black-and-white portrait photography by the acclaimed Collier Schorr, capturing each figure in candid, introspective moments. In these portraits, the celebrities are dressed in elegant black attire and shown reverently holding a bottle of Dom Pérignon (specifically the 2015 vintage). Each image is accompanied by a personal reflection or “creative mantra” from the collaborator - for example, Anderson .Paak muses “Creation is never over, is never done,” while Tilda Swinton offers “Creation is a leap of faith.” These pithy quotes tie into the campaign’s central theme of creation as an ongoing journey, adding a layer of storytelling to what could have been simple celebrity visuals.

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The campaign’s tagline “Creation is an eternal journey” is more than a slogan - it’s a narrative framework. Dom Pérignon describes this journey “unfold[ing] like a spiral, transcending time and space, creating resonances between the past, present and future”. In plain terms, this reflects the core of Dom Pérignon’s brand story: the interplay of time (vintage), heritage, and creative evolution. By highlighting that each champagne vintage is a creation shaped by time, the brand elegantly links the art of winemaking with other creative arts. The involvement of BETC Étoile Rouge (the creative agency behind the campaign) ensures a polished execution that aligns with Dom Pérignon’s luxury image. The result is a campaign that uses star power to draw attention, but also weaves those stars into a broader cultural narrative about creativity and legacy.

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Notably, the “Creation” campaign launch coincides with the introduction of four new Dom Pérignon vintages - a savvy integration of product strategy with the marketing message. For a limited time, the house is releasing: Dom Pérignon Vintage 2008 Plénitude 2 (P2), Dom Pérignon Vintage 2017, Dom Pérignon Vintage 2018, and Dom Pérignon Rosé Vintage 2010. These releases create an immediate buzz among connoisseurs and collectors, reinforcing the brand’s scarcity and exclusivity narrative. By tying new product launches to the campaign, Dom Pérignon ensures that the storytelling is grounded in something tangible that can drive sales. Each bottle in this release becomes not just a champagne to drink, but a piece of the brand’s evolving story - a physical artifact of its “eternal journey” of creation.

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Beyond the portraits and products, Dom Pérignon is extending this campaign into experiential territory. On May 16, 2025, the brand staged a secretive immersive exhibition in London to physically bring the “Creation” journey to life. This exhibition, described as a “spiral-shaped pathway,” invited guests to walk through an artistic representation of Dom Pérignon’s past, present, and future. The seven campaign collaborators were featured through mixed-media installations - photography, film, text, and even live elements - allowing visitors to experience each creator’s vision and the brand’s history in a multi-sensory way. In effect, Dom Pérignon transformed its marketing campaign into an art gallery meets brand museum, where the product (champagne) was just one part of a larger cultural dialogue. This kind of experiential marketing is especially powerful in the luxury sector: it creates memorable moments that deepen consumer engagement and fuel word-of-mouth buzz. By all accounts, Dom Pérignon’s London exhibition exemplified how a brand can extend a campaign beyond traditional media into live, immersive storytelling - a strategy that more alcohol marketers are pursuing in the experience-hungry 2020s.

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Artistic Legacy: Decades of Creative Collaborations

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To fully appreciate the “Creation” campaign, it’s crucial to see it as the latest chapter in Dom Pérignon’s long-standing dialogue with the arts. The maison has spent decades cultivating an image that mingles luxury Champagne with high art, design, and pop culture. In fact, the new campaign is explicitly billed as a continuation of “the Maison’s decades-long dialogue with artists, visionaries, and creators”. This is not a sudden pivot but rather a natural evolution of Dom Pérignon’s brand DNA.

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Looking back, Dom Pérignon’s history is studded with famous artistic partnerships and endorsements. As far back as the 1960s, the champagne was appearing in iconic cultural moments - for instance, a 1962 photo shoot of Marilyn Monroe by photographer Bert Stern featured Dom Pérignon prominently, after Stern famously gifted Monroe a case of the Champagne. The brand became synonymous with creative glamour, a champagne favored by artists and Hollywood stars. In the 1970s, Dom Pérignon itself became a muse for photographers like Robert Mapplethorpe, who shot the bottle as an art object (his 1974 Polaroid “Cuvée Dom Pérignon” turned the bottle into a celebrity in its own right). These early examples show how Dom Pérignon positioned itself not just as a luxury drink, but as an inspirational symbol for creatives - a prop and icon in artistic endeavors.

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Fast forward to the 21st century, and Dom Pérignon’s creative legacy only grew. The brand has launched limited editions and collaborations with some of the biggest names in contemporary art and design. Andy Warhol, Jean-Michel Basquiat, Karl Lagerfeld, Jeff Koons, David Lynch, and Lenny Kravitz are just a few of the legends who have officially collaborated with Dom Pérignon or their estates in recent decades.

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Each of these partnerships brought a new creative interpretation to the brand - from Warhol-inspired bottle label sets (celebrating the artist’s famed color-popping style) to Jeff Koons’ sculptural bottle holders (like the balloon Venus housing a Dom Pérignon bottle) to David Lynch’s limited edition design with its dark, cinematic flair. These projects weren’t merely endorsements; they were co-creations that fused the artist’s aesthetics with Dom Pérignon’s identity, often yielding highly collectible products. They also generated extensive PR, placing Dom Pérignon at the intersection of luxury and avant-garde culture.

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Dom Pérignon’s affinity for the arts extends to fashion and music as well. In the 2010s, the brand partnered with design visionaries like Iris van Herpen (known for her futuristic couture) and celebrated icons like Christian Dior (reflecting a shared French luxury heritage). One of the maison’s most high-profile partnerships in recent memory was the multi-year collaboration with Lady Gaga, which kicked off in 2021. Lady Gaga’s partnership, under the theme “The Queendom,” combined limited-edition bottles, lavish film-like ads, and even sculpture-like bottle cases designed by Gaga’s creative team. This collaboration was a pop-culture sensation - pairing Dom Pérignon’s refinement with Gaga’s boundary-pushing artistry to attract a younger, music-oriented audience without diluting the brand’s prestige.

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What Dom Pérignon’s long history of artistic tie-ins shows is a consistent brand strategy: leveraging creative partnerships to enhance luxury positioning. By aligning with world-class artists, the brand borrows some of their avant-garde credibility and cultural cachet. It signals to consumers that Dom Pérignon isn’t just following trends - it’s helping create culture. The 2025 “Creation” campaign reinforces this legacy by once again placing Dom Pérignon at the center of a creative constellation. Referencing figures like Warhol, Basquiat, or Gaga in the new campaign’s messaging (as seen in the London exhibition’s retrospective elements) isn’t just nostalgia - it’s a way to assert Dom Pérignon’s authority in the arts space. In a crowded luxury market, that rich cultural backstory becomes a unique selling proposition that sets the brand apart from competitors.

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Celebrity Endorsement vs. Cultural Storytelling: Effectiveness and Risks

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Dom Pérignon’s “Creation” campaign banks heavily on celebrity endorsement, but it’s doing so in a nuanced way that blends star power with cultural storytelling. This balance is critical to examine, as it speaks to a broader strategic question for marketers: How do we leverage celebrities effectively without compromising authentic brand storytelling?

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Watch the full commercial with sound https://www.youtube.com/watch?v=vjpt7oeI6K8

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There’s no doubt that celebrities are powerful marketing engines. As The Drum’s analysis of the campaign points out, LVMH (Dom Pérignon’s parent company) keenly understands “the power of celebrity” and has not been shy about harnessing it. Having A-list names like Kravitz or iconic figures like Iggy Pop associated with your brand immediately boosts visibility and aspirational appeal. In the luxury champagne world, we saw a vivid example of celebrity influence with Armand de Brignac (Ace of Spades champagne). When a competitor’s exec disparaged the hip-hop community in 2006, JAY-Z famously boycotted Cristal and threw his weight behind Armand de Brignac - eventually even buying a 50% stake. With JAY-Z and other artists name-dropping Ace of Spades in songs and videos, the brand’s cachet (and sales) skyrocketed, culminating in JAY-Z selling his stake to LVMH in 2021 for roughly $315 million. This anecdote underscores a “moral tale” in luxury marketing: the right celebrity association can catapult a brand into a new realm of cultural relevance and profitability.

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However, relying on celebrities is not without risks. The approach can come off as superficial if not executed thoughtfully. One risk is that a star-studded campaign might overshadow the brand’s own story - it becomes all about the famous faces and less about the product or values. Another risk is the authenticity factor: today’s discerning consumers (especially younger generations) can sniff out an inauthentic cash-grab endorsement. If a celebrity partnership seems purely transactional - a paid face with no genuine connection to the brand - it can ring hollow and even spur backlash. There’s also the unpredictability of celebrities themselves; their personal controversies can suddenly become the brand’s problem, should something go awry in their public image. In luxury sectors, where brand image is everything, hitching your wagon too tightly to a celebrity’s star requires confidence that their persona aligns permanently with your values.

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Dom Pérignon appears aware of these nuances, and the “Creation” campaign shows an effort to mitigate the pitfalls while maximizing the benefits. Instead of typical ad spots with celebrities simply enjoying champagne, Dom Pérignon made these luminaries part of a broader narrative about creativity and time. In essence, the celebrities are storytelling conduits. Each of the seven figures was chosen not just for fame, but for what they represent in their respective fields - innovation, mastery, individuality. By having them reflect on the nature of creation (through quotes and the artistic portraiture), the campaign attempts to add depth: it’s not just “look, a famous person holds our bottle,” but “this visionary sees creativity in our champagne.” This aligns the celebrity’s personal brand with Dom Pérignon’s brand, making the fit feel more organic. For example, Tilda Swinton - known for her avant-garde film roles and artistic projects - lends an air of intellectual artfulness that dovetails with Dom Pérignon’s creative legacy. Chef Clare Smyth, a titan of gastronomy, reinforces Dom Pérignon’s culinary prestige and terroir-focus, while someone like Murakami (who actually collaborated with Dom Pérignon on a previous limited edition) brings an explicit art world connection. In marketing terms, Dom Pérignon isn’t using celebrities merely as influencers, but as brand missionaries who can authentically speak to the creative ethos of the maison.

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From an effectiveness standpoint, early indicators suggest this campaign is doing what it intended - generating buzz and reinforcing luxury positioning. The Drum’s editorial on the campaign wryly notes that, even if one doesn’t find the concept “terribly inspiring” on a personal level, “throwing a whole host of celebrities at the campaign is likely to work, as it’s had such an effervescent effect on the category in the past”. In other words, history shows that star power sells Champagne - and Dom Pérignon’s own track record with glitzy collabs supports that. The key is that Dom Pérignon pairs celebrity with cultural substance. The risk of superficiality is countered by the campaign’s reference to deeper themes (creation, time) and by the planned follow-through (the London exhibition and future live performance in 2026). These elements signal that Dom Pérignon is in it for more than a fleeting social media post; it’s crafting a narrative arc. For luxury alcohol brands, this strategy underlines a best practice: celebrity campaigns work best when they are chapters in a larger story, not isolated glamour shots. When done right, the celebrity becomes a vessel for storytelling - helping translate brand values (heritage, craftsmanship, creativity) into the pop culture vernacular.

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The Immersive Experience: Bringing the Brand Story to Life

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One standout feature of Dom Pérignon’s 2025 initiative is how it extends beyond static content into a physical, immersive brand experience. The London exhibition on 16 May 2025 acts as the experiential centerpiece of the “Creation” campaign and shows the power of experiential marketing for luxury brands. In an age where consumers crave unique experiences (often to share on social media as much as to enjoy in person), Dom Pérignon turns its campaign into an event - a limited-run “art-meets-champagne” installation that media and VIPs clamor to attend.

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The exhibition unfolds as a journey through a spiral, directly echoing the campaign’s motif of time and creation. Visitors walk through Dom Pérignon’s past, present and future: one section traces the maison’s rich cultural history, showcasing artifacts and artworks from collaborations with Andy Warhol, Basquiat and others. Another section offers glimpses into the future, hinting at upcoming projects or inspiring wonder with artistic interpretations of what lies ahead. Interwoven throughout are the contributions of the seven collaborators: Schorr’s portraits hang as gallery pieces, Summers-Valli’s short films play for viewers, and textual installations share the creators’ quotes and stories. By engaging multiple senses - sight (photography, art), sound (music or spoken word), and taste (Dom Pérignon pours for guests) - the brand creates a multi-sensory narrative environment that lets people step inside its heritage and vision.

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Strategically, the immersive exhibition achieves several marketing objectives. First, it generates earned media: lifestyle magazines and drinks journals cover the event, giving Dom Pérignon extensive exposure beyond traditional ad buys. Coverage highlights how the showcase traces the maison’s relationships with artists and icons from Andy Warhol to Lady Gaga, Karl Lagerfeld and Iris van Herpen, reinforcing the brand’s cultural credentials.

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Second, immersive events deepen consumer engagement and loyalty. Although the London showcase is exclusive and time-limited, attendees leave with a memorable impression. Such encounters convert high-net-worth customers, influencers and tastemakers into brand ambassadors. Walking through decades of artistic collaborations and ending with a tasting of a newly released vintage in a beautifully designed space turns engagement into genuine emotion – invaluable in a luxury market driven by word-of-mouth among elite circles.

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Third, the exhibition embodies the E-E-A-T principles (Experience, Expertise, Authoritativeness, Trust). Dom Pérignon literally provides an experience that connects the brand to art and culture; shows expertise by curating a high-quality artistic event; reinforces authoritativeness as a long-time patron of the arts; and builds trust through transparency about its story and values.

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It’s worth noting that Dom Pérignon isn’t alone in embracing experiential activations. Other heritage alcohol brands have been investing in immersive experiences as a way to engage modern audiences. For example, Hennessy (another LVMH brand) recently inaugurated a flagship store in Shanghai that functions as a brand experience center, complete with exhibitions and a “time capsule” Master Blenders’ table that recounts the maison’s 250-year history. It’s more than a retail outlet - it’s an education and a journey, inviting consumers to discover Hennessy’s cultural heritage through interactive storytelling. Similarly, Scotch whisky brands have opened multi-sensory distillery tours and even virtual reality experiences, and other Champagne houses (like Maison Ruinart) have hosted contemporary art fairs and installations in trendy galleries. The trend is clear: experiential marketing is a must for luxury alcohol brands. Dom Pérignon’s London exhibition is a prime example of how to do it in a way that complements a larger campaign, ensuring that the experience isn’t just a standalone event but part of a cohesive narrative that spans media channels.

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Exclusivity and Innovation: The Role of Limited Vintages

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A crucial layer of the “Creation” campaign that shouldn’t be overlooked is the release of four limited vintages in tandem with the marketing push. This move speaks directly to luxury marketing tactics - particularly the balance of exclusivity, innovation, and product storytelling. While celebrities and art draw eyes to the brand, it’s the product that ultimately needs to deliver on the promise, and Dom Pérignon smartly gave its audience something new (and scarce) to covet.

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The four vintages introduced - 2008 Plénitude 2, 2017, 2018, and Rosé 2010 - each carry significance. Dom Pérignon’s Plénitude 2 (P2) 2008 is especially noteworthy; “P2” indicates a second maturation of that vintage on the lees, representing the champagne’s evolution after extra years of aging. P2 releases are rare and highly prized by collectors for their enhanced complexity, so including the 2008 P2 in the campaign underlines a message of excellence and patience (creation as an eternal journey, indeed). The 2017 and 2018 vintages are new releases of Dom Pérignon’s white vintage, likely showcasing the latest fruits of the house’s expertise - each vintage Champagne is a time capsule of one year’s harvest, tying back to the theme of creative iteration over time. The Rosé 2010 adds an element of novelty and color; Dom Pérignon Rosé is produced in far smaller quantities than its main vintage, and 2010 would be a fresh release, generating excitement among aficionados of fine rosé Champagne. By staggering four releases, Dom Pérignon creates a rolling thunder of interest: consumers have multiple reasons to engage, whether they’re hunting down a bottle of the ultra-rare P2 or tasting the story of a new harvest in the 2017/2018.

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From a marketing perspective, this strategy accomplishes a few things. First, it reinforces scarcity and luxury - limited availability items drive urgency and desirability. The Spirits Business coverage of the campaign highlighted these releases as a key component, noting that the project “releases four new vintages” alongside the star-studded creative push. The message is clear: Dom Pérignon isn’t just talking about creation; it’s actively creating new products of the highest quality. In luxury, nothing backs up brand hype like a product that people can actually buy (or aspire to buy) but is not easy to get. It creates a fear-of-missing-out that can spur immediate action from consumers and collectors.

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Second, tying product launches to an artsy campaign adds a layer of meaning and narrative to the products. These vintages aren’t released in a vacuum; they’re part of the story being told. Marketers can take a page from this by ensuring that product innovation is integrated with campaign storytelling. For instance, Dom Pérignon’s theme of time and creative evolution resonates when you consider a Plénitude 2 champagne - here is a wine that literally has taken an “eternal journey” through time in the cellar to reach a new peak of expression. The campaign’s creative narrative gives consumers a richer context in which to appreciate these wines. It’s not just “here’s our new Champagne, please buy it,” but rather “here’s the next chapter of our saga - and you can taste it.” That’s a powerful shift from selling a product to offering an experience/participation in the brand’s legend.

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Other luxury alcohol brands also leverage limited editions and collaborations to keep their offerings fresh and aligned with a prestige narrative. Moët & Chandon, for example, celebrated its 280th anniversary recently by releasing an exceptional cuvée blended from seven vintages, and it collaborated with contemporary artist Daniel Arsham to design a special bottle and case for it. This mirrors Dom Pérignon’s approach: fuse the exclusivity of a rare release with the creativity of an artistic partnership to create a product that’s as much a collectible art piece as a drink. Hennessy is famous for its series of artist-designed V.S bottles (with past collaborators including KAWS, Shepard Fairey, and VHILS), which similarly marry limited-edition product strategy with art-world credibility. And in the world of Scotch, brands like Macallan have issued limited expressions tied to art or even color theory, appealing to connoisseurs who appreciate innovation. The lesson is consistent: innovation in liquid should meet innovation in storytelling. Dom Pérignon’s four new vintages, launched under the banner of creativity, gave its campaign not only credibility (we’re backing our words with action) but also monetization opportunities - after all, a splashy campaign should ultimately drive demand for something concrete, and here consumers have multiple entry points to buy into the brand’s mystique.

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E-E-A-T in Luxury Branding: Building Experience, Expertise, Authority, Trust

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One of the remarkable things about Dom Pérignon’s ‘Creation’ campaign is how well it aligns with the principles of E-E-A-T (Experience, Expertise, Authoritativeness, Trust) - concepts originally from the digital content world (to ensure quality and credibility) that are highly relevant to branding as well. In luxury marketing, where consumers are paying as much for intangibles (story, image, assurance of quality) as for the product itself, demonstrating E-E-A-T can significantly bolster a brand’s appeal and consumer loyalty. Let’s break down how Dom Pérignon is reinforcing each of these elements.

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Experience

Dom Pérignon doesn’t just claim its champagne is great; it crafts experiences around it. The immersive exhibition in London is a prime example of creating a brand experience that consumers can physically step into. Even those who didn’t attend the event can experience the campaign through its rich storytelling in videos, imagery, and press coverage. The campaign’s focus on the journey of creation invites consumers to mentally and emotionally engage with the brand’s world. Furthermore, Dom Pérignon has ensured that enjoying its product feels like an experience - from the anticipation of a limited release vintage to the sensory journey of tasting an aged Champagne. This campaign effectively says: Dom Pérignon is not just a Champagne, it’s an experience you partake in.

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Expertise

By foregrounding its decades-long collaborations with visionary artists and its meticulous creation of vintages, Dom Pérignon projects an image of mastery in multiple domains. The inclusion of a three-Michelin-star chef (Clare Smyth) in the campaign sends a message of culinary and oenological expertise - she is a symbol of excellence in taste, implicitly vouching that Dom Pérignon belongs in the upper echelon of gastronomy. The release of special vintages like the 2008 P2, which only a house with deep expertise can produce after years of aging, further underlines technical prowess in winemaking. Even the way the campaign was executed - with top-tier photographer Collier Schorr and a thoughtful creative concept - demonstrates Dom Pérignon’s expertise in high-end marketing and brand curation. For other marketers, the takeaway is to highlight expertise not by bragging, but by showcasing it through actions and the company one keeps (in Dom P’s case, aligning with other experts in art, food, and culture).

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Authoritativeness

Dom Pérignon’s authoritativeness comes from its heritage and the company history it continuously references. When a brand can drop names like Warhol, Lagerfeld, and Lady Gaga as part of its narrative, it is staking its claim as an authority at the crossroads of luxury and art. Dom Pérignon isn’t a newcomer trying to borrow credibility - it has been a patron and partner in the creative world for ages, and it confidently reminds its audience of that. Additionally, being part of the LVMH family and consistently being served at the most prestigious events (from royal weddings to Hollywood after-parties) reinforces Dom Pérignon’s authoritative status in the Champagne category. The “Creation” campaign leverages this by not shying away from the brand’s history; instead, it celebrates it and adds new chapters, which is exactly what an authority does - it leads and innovates while others follow. For a premium brand, demonstrating authority might mean showcasing heritage, accolades, influential clients, or pioneering innovations. Dom Pérignon manages to tick all those boxes in this campaign narrative.

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Trust

Trust is earned in luxury through consistency, quality, and authenticity. Dom Pérignon, by engaging genuine artists and creators rather than random celebrities-of-the-moment, shows respect for authenticity - which builds trust with a savvy audience. Consumers can sense that the campaign isn’t a mere celebrity cash endorsement; these collaborators were likely chosen because they resonate with Dom Pérignon’s values and have a certain integrity in their fields. That fosters trust that the brand isn’t “selling out” its image. Moreover, by continuing a “decades-long dialogue” and not abruptly changing brand direction, Dom Pérignon reassures consumers that it knows itself and stands for something enduring. Even the act of inviting the public (even if a limited public) into an exhibition of the brand’s inner world is a gesture of openness that can strengthen trust. It says, “we have nothing to hide, and we’re proud of what we represent.” In a category where counterfeits exist and some brands rely on hype, Dom Pérignon’s approach of backing up its claims with real cultural investment (art, experiences, history) helps affirm its trustworthiness. It’s not asking you to trust it blindly - it’s showing you why it’s worthy of trust.

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In essence, the “Creation” campaign serves as a masterclass in reinforcing E-E-A-T through marketing. Luxury alcohol brands (and luxury brands in general) would do well to emulate this approach: let your marketing not just sell a product, but also demonstrate your experience in the industry, your expertise in craft, your authority in the cultural landscape, and the trust you’ve built over time. These qualities reassure consumers that they are making a sound choice when they align with your brand, especially in high-end categories where purchase decisions are as emotional as they are rational.

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Strategic Takeaways for Premium Alcohol Brands

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Dom Pérignon’s 2025 “Creation” campaign offers a wealth of insights for marketing leaders in the alcohol industry. While not every brand has Dom Pérignon’s budget or heritage, the principles and creative strategies on display can inspire actionable moves for others aiming to elevate their brand. Here are key takeaways and how other premium alcohol brands - whether wines, champagnes, or spirits - can apply them.

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Blend Star Power with Substance

Celebrity partnerships can indeed amplify a campaign’s reach and impact, but they work best when the stars are meaningfully integrated into your story. Instead of generic endorsements, consider inviting cultural figures to co-create or share their perspective on your brand’s core theme. This ensures authenticity and richer content. For example, a high-end whisky brand might collaborate with a famous filmmaker to craft a short film about the spirit’s origin, rather than just have them pose with a bottle. The credibility and fan base of the celebrity can draw attention, while the story keeps the audience engaged and ties back to brand values. Dom Pérignon’s use of quotes and creative input from each collaborator is a smart template for engagement beyond a paycheck. Actionable insight: Choose brand ambassadors who are genuine connoisseurs or admirers of your product, and involve them in the creative process - their passion will translate into more credible campaigns.

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Leverage Heritage and Tell Your Story

If your brand has a rich history or a unique founding story, leverage it! Dom Pérignon leaned into its legacy by showcasing decades of collaborations and historical anecdotes (Marilyn Monroe’s champagne, etc.). Other brands can similarly highlight their heritage to differentiate themselves. Whether it’s a centuries-old cognac house or a craft gin distillery with local lore, weave those stories into marketing. Storytelling is a powerful tool: modern consumers love to know the “story behind the bottle.” Luxury cognac brand Rémy Martin, for example, often highlights its roots in Cognac and the many generations of cellar masters behind its blends - that’s heritage storytelling that builds authenticity. Actionable insight: Audit your brand’s history for golden nuggets (founder’s vision, famous patrons, key innovations) and incorporate those into campaigns, either through events, content marketing, or PR. This builds your brand’s authority and enriches the narrative beyond the liquid.

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Create Immersive Brand Experiences

Dom Pérignon’s London exhibition underscores the impact of going beyond traditional ads to create an environment where consumers can experience the brand world. Whether it’s a pop-up bar, a traveling tasting tour, an art installation, or a high-tech virtual reality tasting app, find ways to immerse your audience. For instance, champagne house Veuve Clicquot has hosted immersive events like the “Veuve Clicquot Widow Series,” an art/fashion Halloween exhibition inspired by its founder - mixing storytelling with a social event. Hennessy’s experience in Shanghai and Glenfiddich’s experimental “Sensorium” tastings are other examples. These ventures generate buzz and allow deeper consumer connection. Actionable insight: Budget for at least one experiential activation in your campaign calendar. It could be as grand as an exhibition or as simple as an exclusive behind-the-scenes distillery webcast, but ensure it’s interactive. And always tie it back to your brand theme (e.g., if innovation is your theme, make the experience high-tech; if tradition, make it artisanal and intimate).

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Limited Editions and Collaborations Drive Urgency

Dom Pérignon’s four new vintages show the power of giving consumers something new and scarce to talk about. Releasing a limited edition - be it a new blend, a special label, or a co-branded product - around your campaign can create a spike in interest and sales. Importantly, if that edition is done in partnership with an artist or designer, it doubles as a marketing vehicle in itself. Moët & Chandon’s collaboration with artist Daniel Arsham for its anniversary limited bottle attracted art press and luxury consumers alike. Likewise, we’ve seen tequila brands partnering with fashion designers for limited bottle designs, or craft bourbon producers finishing whiskey in unique wine casks for limited runs - these generate buzz in enthusiast communities. Actionable insight: Plan periodic limited releases that tie into your brand’s identity (a special cask finish, a vintage year, a festival edition) and if possible, involve a creative partner to enhance the story. Use these releases as anchor points in your marketing calendar to maintain momentum and give your sales team “news” to work with.

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Emphasize E-E-A-T in Communications

In every piece of content or campaign element, ask how it contributes to showcasing your Experience, Expertise, Authoritativeness, and Trustworthiness. Dom Pérignon achieved this by carefully curating who it worked with (experts and credible artists), what it said (rich historical and creative context), and how it said it (polished execution, consistent tone). Other alcohol brands can do the same. For instance, if you’re a smaller craft brand, you might emphasize Experience by highlighting your team’s hands-on mastery (tours of your distillery, meet-the-maker videos). If you’re an established brand, emphasize Expertise by publishing educational content about your process or terroir that demonstrates knowledge. To build Authority, align with recognized awards or institutions (enter competitions, collaborate with respected chefs or sommeliers). And to foster Trust, maintain transparency (age statements, ingredient sourcing, sustainability efforts) and consistency in quality. Actionable insight: Do an E-E-A-T check on your marketing plans - ensure you’re not just shouting “we’re the best,” but actually providing substance that convinces consumers of your quality and credibility.

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Stay Culturally Relevant, but Stay True to Your Brand

A campaign like “Creation” works because it feels like a natural extension of Dom Pérignon’s brand, not a forced jump on a trend. If you choose to dip into pop culture or current trends (like using a hot new celebrity or a viral style of content), make sure it aligns with your brand values. Authenticity is key to luxury. Armand de Brignac’s integration into hip-hop culture succeeded because it was embraced authentically by artists who truly enjoyed the product - it wasn’t arbitrarily inserting the brand where it didn’t belong. In contrast, campaigns that feel gimmicky can erode a premium brand’s mystique. Actionable insight: When planning creative partnerships or trend-driven tactics, do a gut check: can you picture your brand’s founders nodding in approval, or does it feel like something that will make sense 10 years from now in your brand timeline? If yes, proceed; if not, rethink. Longevity in branding often comes from consistency and authenticity, even as you innovate.

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Conclusion: Crafting the Future of Luxury Alcohol Marketing

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Dom Pérignon’s 2025 “Creation” campaign serves as both inspiration and blueprint for luxury alcohol marketers. It shows that heritage brands can reinvent their storytelling for new generations without losing their soul. By marrying star power with substantive storytelling, leveraging decades of brand equity in arts, and creating immersive, participatory experiences, Dom Pérignon reinforces why it remains at the pinnacle of the Champagne world. It’s a campaign that not only markets a product, but also burnishes the brand’s cultural halo - exactly what a luxury marketing effort should do.

For CMOs, brand managers, and owners in the premium alcohol space, the message is clear: think big and think deep. Big, in terms of creativity - be willing to venture beyond traditional ads into the realms of art, music, fashion, and experiences. Deep, in terms of authenticity - dig into your brand’s unique story and amplify it through those creative expressions, rather than chasing a superficial trend. Whether you’re managing a historic Cognac maison or an upstart luxury mezcal, the principles evidenced by “Creation” apply: celebrate craftsmanship, engage the culture, and above all, make the customer feel like a participant in an exclusive, enriching journey.

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As we move further into the 2020s, the luxury consumer (and indeed many consumers) seek more than just a transaction; they seek connection, meaning, and experience. Dom Pérignon’s campaign is a timely reminder that even in industries rooted in tradition, innovation in marketing approach is not only possible but powerful. By forging creative partnerships and thinking of campaigns as multidimensional platforms (visual, experiential, digital, product, etc.), alcohol brands can create that coveted halo effect that drives long-term brand loyalty and word-of-mouth.

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In the end, the ‘Creation’ campaign embodies a strategic model where every element - from celebrity collaborators to limited-edition bottles - reinforces the brand’s core values and mystique. It’s a symphony of marketing, where each note complements the others: the glitz of famous faces resonates with the depth of artistic heritage; the thrill of a new product release harmonizes with the intimate notes of a personal quote about creativity. This is the kind of holistic luxury branding that builds empires. Competitors and peers, take note - and raise a glass to the next chapter of creative marketing in the spirits and wine world.