French spirits maker Moët & Chandon is using a new approach to sell its Champagne, putting its bottles behind glass in a vending machine.
The vending machine is part of the holiday gift section at British department store Selfridges, and dispenses mini bottles of Moët & Chandon. By putting its product in such an ordinary display, the brand is making itself more accessible and appealing to entry-level holiday shoppers.
The Moët & Chandon vending machine looks high-end, with a metallic rose gold finish, mimicking the color of Champagne and the brand name is clearly visible.
The machine holds hundreds of 200ml bottles, which cost $29 each, a feasible price for budding luxury buyers when compared to other bottles for purchase at the department store.
The vending machine is located in the “Destination Christmas” section of Selfridges’s London store, presumably so shoppers can buy bottles as gifts or celebrate the holiday with a bottle of Champagne.
Moët & Chandon produced limited-edition bottles specifically for Selfridges, with a green art-deco label with Swarovski crystal embellishments.
Both Moët & Chandon and Selfridges have posted photos of the vending machine on their social media pages, and consumers have been posting their own amusement at the case.
In addition to being sold in stores, Selfridges offers the mini bottles on its ecommerce site.