Moët selects new London venue for Academy revival

Moët & Chandon has announced plans to bring back its Moët Academy, which will launch in the spring at the Condé Nast College in London's Soho.

It is the second year Moët & Chandon has created the Academy
It is the second year Moët & Chandon has created the Academy

The experience was first launched in April 2015, when it was held at OXO2 on the South Bank.

This year’s revival will see the brand offer a world preview of the new Grand Vintage Rosé 2008 to guests. They will be educated about the world of champagne through an experiential tour, which will take them from the vineyards to the second maturation in the cellars.

Also new this year is a virtual reality app that will let visitors tour the vineyards, while each session will culminate with a tasting of the full Moët & Chandon collection. These sessions will be led by Master of Wine duo Susie Barrie and Peter Richards, as well as wine writer Jane Parkinson and 2015 champagne ambassador Simon Stockton.

The brand is working with Cube Communications to stage the pop-up.

Julie Nollet, UK marketing and communications director at Moët Hennessy, said: "By bringing the magic of champagne to the heart of London, we inspire consumers to create and share their own ‘Moët moments’. The Moët Academy pop-up is an invitation to experience Moët & Chandon in an exciting, interactive way and benefit from the brand’s rich expertise to learn more about champagne in general."

More: Power Brands case study: Moët

In pictures: Moët & Chandon launches summer pop-up

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