Georg Jensen: the iconic Danish design house teams up with a Tasmanian winery to redefine luxury.
When Heemskerk from Tasmania wanted to launch a super-premium sparkling that would compete with French champagne, the packaging had to be unisex in appeal the way French champagne houses were. Our challenge was how to make Heemskerk more desirable than a bottle of champagne when a consumer was looking for a gift or something for a special occasion. The client was keen that Heemskerk did not mimic the French category but rather created its own category with ultra-premium design-led packaging. We came up with the idea of a bespoke stopper and took the idea one step further by recommending a collaboration with Georg Jensen to instantly give the brand the luxury design credentials it needed.
The reusable stopper was specially designed to cover the crown seal and created not only a unique gift but also a practical one. The design was in response to a oft-expressed frustration about champagne and sparkling: the inability to reseal an opened bottle. The striking packaging was an instant hit with consumers.
With no advertising support, the first retailer sold more than 20% of its entire allocation of Georg Jensen within 6 days.
Within 3 months of launch, 50,000+ units had sold, making the Georg Jensen Hallmark Cuvée the 3rd largest $25+ Sparkling Wine in the Australian market (value & volume).