Luxury Real Estate Marketing: Visionary Thinking at Dom Perignon

By
Services for Real Estate Pros with Napa Consultants

 

 

KARL LAGERFELD © CHAMPAGNE MOET & CHANDON 2008

One of the most common traits of a market leader who is interested in sustaining dominance in his or her marketplace and also building a lasting personal brand, is visionary thinking. For those of you luxury real estate marketing professionals with this ambition it is wise to look to luxury brands that have stood the test of time and emulate the standards and the value that these brands embrace. Dom Perignon champagne is brand to emulate.

Dom Pérignon is part of LVMH (Moët Hennessy • Louis Vuitton S.A.) family of brands, one of the world’s largest luxury goods conglomerates. Dom is a vintage champagne. This means that the champagne is not produced in weak years, and all grapes used to make the wine were harvested in the same year. 

When we lived in Napa Valley, we had the good fortune to sit next to chef de cave (head winemaker) of Dom Pérignon who happened to be dining alone.  We struck up a delightful conversation throughout our meal. 

What was most impressive about his Dom Pérignon stories was the fact that if the grapes are not perfect in a given year they simply will not produce the wine.  In the 80 years between 1921 and 2002 for example, Dom Pérignon champagne has been produced in only 36 years. Three vintage years in a row are a rarity.  This phenomenon only occurred two times: in 1969, 1970 and 1971, in 1998, 1999 and 2000.

CREATE THE “BEST WINE IN THE WORLD”, Pierre Pérignon, 1668.

In 1668, the young monk took up his post as the head of the cellar at the Abbey of Hautvillers . Over three centuries later, Dom Pérignon is the ultimate homage to this visionary spirit and to the founding work of the man who is considered the creator of champagne.

For fun, here some facts about this fabulous champagne: 

  • In 1961, Dom Pérignon Vintage 1949 was on the menu for the dinner given at the US Embassy in Paris for Charles de Gaulle and John F. Kennedy during the American president’s official visit.
  • In 1981, Dom Pérignon was chosen for the wedding of Lady Diana Spencer and Prince Charles. The magnums of Dom Pérignon Vintage 1961 served at the wedding had a special insignia created just for the ceremony.
  • Today, Costo sells more Dom Pérignon than any other retailer in the world.

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Written by Ron & Alexandra Seigel-

 

CAN YOU STATE HOW YOU ARE DIFFERENT AND BETTER THAN YOUR COMPETITION IN LESS THAN 30 SECONDS?

 

ABOUT:  Luxury Real Estate is a high stakes game. Commissions are substantial! We help luxury real estate professionals get to the listing table more often and win listings more frequently.  If you want to be the market leader, the personal or company brand that your target market thinks of first and refers most often, you need an Elevator Statement to accelerate the process.  We can get you there!

Your Elevator Statement is a succinct and persuasive summary of your extraordinary promise of value, your unique selling proposition.  In a time-starved world the attention span of your target market is shrinking.  To instantly convey what sets you apart from the crowd you need to be able to answer EACH ONE of these 3 questions in less than 30 seconds.: 1) What Do You Do?; 2)  How Do You Do It?, and;  3) How Are You Different?.  Can you state how you are different and better than your competition in less than 30 seconds?

Watch the video above to see and hear how we do it. 

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Rainmaker
846,224
Elite Home Sales Team
Elite Home Sales Team OC - Corona del Mar, CA
A Tenacious and Skilled Real Estate Team

Thank you for the information.  I did not know that it was rare to produce in 3 consecutive years.

Jul 26, 2010 06:33 PM #1
Ambassador
1,978,238
Michelle Carr Crowe,Altas Just Call...408-252-8900!
Get Results Team...Just Call (408) 252-8900! . DRE #00901962 . Licensed to Sell since 1985 . Altas Realty - San Jose, CA
Family Helping Families Buy & Sell Homes 40+ Years

Thanks for a bit of history on the luxury brand...I like that Costco is now the biggest retailer!

Jul 26, 2010 06:54 PM #2
Rainmaker
271,396
Dave Roberts
Healdsburg Sotheby's International Realty - Healdsburg, CA

I'm imagining the Dom Perignon model in real estate. A prospective buyer walks in the door asking about luxury homes with gold bathroom fixtures. I tell him that no, platinum is the only precious faucet metal we recommend and all the platinum-fauceted houses in the area are sold. I add that he'll have to come back next year when gold might be the "in" metal again in our area. On second thought the only part of the Dom Perignon model that I think real estate can use is to do our best and hope that people learn to trust us over time.

Jul 26, 2010 08:25 PM #3
Rainmaker
564,223
Steve, Joel & Steve A. Chain
Chain Real Estate Investments & Mortgage, Steve & Joel Chain - Cottonwood, CA

Ron & Alexandra,

Very interesting story.

I spoke to a second generation grape grower in the Dry Creek Valley, Healdsburg years ago. He said the previous year's crop was the year his father waited his whole life for.  It was a high yield, high quality crop and record prices. 

Vision is a power tool!

Steve

Jul 27, 2010 02:54 AM #4
Rainmaker
4,353,691
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Team Lorenz

Thanks for your comment.  As the winemaker told us, if a bunch as one bad grape, it is not used in the production of Dom...it is removed, and delegated to the non-vintage stuff.

Jul 27, 2010 03:01 AM #5
Rainmaker
4,353,691
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Michelle,

Thanks for your comment, and Costco is the place to find it at the best price.

Jul 27, 2010 03:01 AM #6
Rainmaker
4,353,691
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Steve,

Great story, while living in the Napa Valley, we encountered the dedication and the vision that you are speaking about.  Incidentally as you probably are aware of Dry Creek has some great wines.

Jul 27, 2010 03:03 AM #7
Rainmaker
564,223
Steve, Joel & Steve A. Chain
Chain Real Estate Investments & Mortgage, Steve & Joel Chain - Cottonwood, CA

Ron & Alexandra,

I grew up in the area and we raised our 4 sons in Healdsburg. It is a wonderful region for families, real estate & wine!

Jul 27, 2010 03:10 AM #8
Rainmaker
4,353,691
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Dave,

Love your analogy, and love your conclusion.  Doing your best is where it is at, and also not compromising on one's standards.

Jul 27, 2010 03:16 AM #9
Rainmaker
558,018
Cherise Selley
Selley Group Real Estate, LLC - Colorado Springs, CO
Colorado Springs Realtor

Two bottles of Dom was a great way to start my marriage with Gordon over 14 years ago.

Jul 27, 2010 05:10 AM #10
Rainmaker
4,353,691
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Cherise,

Congratulations on your long and happy marriage and may you celebrate with even more Dom, you deserve it as you are a Vintage marriage...

Jul 27, 2010 05:14 AM #11
Ambassador
517,389
Stanton Homes
Stanton Homes - New Home Builder - Raleigh, NC
Design/Build Custom Home Builder in North Carolina

What a story!  I had no idea what made Dom so expensive.  Now I know....

Jul 28, 2010 12:50 AM #12
Rainmaker
4,353,691
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Penny,

Dom is inexpensive compared to some of the other champagnes out there.  There is always Salon which is bottled on demand and ranges in the $300's.  Thanks for your comment.

Jul 28, 2010 03:35 AM #13
Rainer
478,183
Not a real person
San Diego, CA

Ah, now I want to fall back on one of your previous posts about the Art of Shaving and Gillette Fusion. Dom Pérignon is a luxury brand. Costco is not a luxury store by any stretch of the imagination. Is Costco raising their status, or is Dom Pérignon coming down in class?

Aug 27, 2010 02:10 AM #14
Rainmaker
4,353,691
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Russel,

Costco also sells Lalique crystal and glass, as well as Veuve-Cliquot another high end champagne.  For some reason the alcoholic spirit crosses over with Costco.  Dom Perignon is happy to sell them a great volume as it helps their bottom line when it comes to storage, and moving their merchandise.  It is a happy marriage for all, plus Costco's mark up does not have to be as high as the aveage wine store.

Aug 27, 2010 03:39 AM #15
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