We use cookies to give you the best personal experience on our website. If you continue to use our site without changing your cookie settings, you agree we may place these cookies on your device. You can change your cookie settings at any time but if you do , you may lose some functionality on our website . More information can be found in our privacy policy.
Please provide more information.
Stylus no longer supports Internet Explorer 7, 8 or 9. Please upgrade to IE 11, Chrome, Safari, Firefox or Edge. This will ensure you have the best possible experience on the site.
Published: 8 May 2017

Clos19: Experiential Luxury E-Tail for Alcohol Brands

Extra
Clos19

Clos19 is a new alcohol-focused platform owned by French luxury group LVMH. The e-commerce site taps into consumers’ transitioning appetite from products towards experiences with a mix of experiential and Contextual Commerce.

Aside from offering high-end wines and spirits from LVMH’s Moët Hennessy portfolio (brands include Ruinart, Dom Pérignon and Belvedere), the platform – whose central theme is ‘The Art of Hosting’ – also sells experiences. These range from alcohol tastings at the London Edition Hotel, to mixology classes at home, as well as travel. Trips include a two-day stay at the Dom Pérignon Atelier in Champagne, France, and a lightly mentioned trip to Antarctica – “augmented with Moët Hennessy’s wine and spirits".

A Journal section provides alcohol-related content including shoppable drink recipes (text and video-based recipes with product links underneath) and hosting-focused interviews (it’s currently broadcasting a conversation with UK party designer Fiona Leahy). It also includes encyclopaedia-style factual entries on alcohol properties and processes, such as ‘Are Old Vines Better?’ – also followed by product links.

The Gift section offers gift ideas and a customisation service including gift-box engraving, with a 24-hour delivery option available (see also Rapid Retail, Retail: Deliveries Innovations Update and New-Gen Fulfilment).

Clos19 is planning to expand its reach beyond the UK shortly with a German version of the site launching this summer, and other countries (yet to be disclosed) to follow.

See also Alcohol Concept Stores, Johnnie Walker’s Conversational Edu-Interfaces and Alcohol Packaging Trends 2016.

 

RELATED REPORTS
VIEW ALL Reports
PANTONE®TPX
COATED
RAL
RGB
HEX
NCS