Winning Strategic Alliance: Moët & Chandon and Berlin’s Adlon Hotel

I recently returned from Berlin where I had the chance to experience the Moët Ice Impérial Lounge at Berlin’s legendary, elegant Hotel Adlon Kempinski.

The lounge is part of the hotel’s terrace, enjoying a privileged view of the city’s historic Brandenburg Gate. The lounge is furnished all in white. The bar, sofas, chairs, tables, all very contemporary and trendy – totally different from the rest of the terrace, which is more traditionally designed.

Moët did this to launch its new vintage, Ice Imperial, a Champagne that is actually intended to be served on the rocks. In the lounge it’s sold in versions with fresh herbs and fruits such as raspberries, lemon, orange and ginger. Patrons can choose a selection of French inspired appetizers, from tapenades and vegetable dips to smoked salmon and caviar blinis.

It’s a very effective strategic alliance, offering serious benefits for both partners: it’s become Berlin’s latest hotspot and an ideal outpost to launch Moët’s newest product, reaching out and connecting with Moët’s ideal demographic, and creates a buzz around Hotel Adlon. This is a great example of a strategic alliance for complementary product lines.