Innovative ice bucket toasts champagne brand's image

In addition, the champagne marketer wanted its three packages displayed at the right height to highlight the brand while also providing the proper amount of ice for chilling each bottle size. Hennessey achieved these objectives with an ice bucket that represents a significant departure from traditional ice buckets and coolers. The Moët ice bucket bears a false bottom that enables it to properly display the splits, regular 750 mL, and magnum size bottles of champagne in ice by rotating the bottle into different slot positions in the bucket. Moët Hennessey says the packaging has expanded the brand’s distribution in restaurants, nightclubs, taverns and lounges, and that the brand’s retention rate in these outlets has been “extremely high.”