SOURCE: NetBase

NetBase

February 09, 2011 06:00 ET

Piper-Heidsieck Is for Lovers: NetBase Brand Passion Index Reveals Champagne Taste on a Variety of Valentine's Day Budgets

Dom Perignon and Cristal's Large Bubbles Go Flat With Consumers

MOUNTAIN VIEW, CA--(Marketwire - February 9, 2011) -  NetBase, the Social Media Insight and Analysis Company, announced today the latest Brand Passion Index, which measured consumer passion for champagne brands expressed via social media. Just in time for Valentine's Day, the most romantic holiday of the year, the Index used NetBase's ConsumerBase tool to surface the emotions and passion levels associated with six popular bubblies: Dom Perignon, Perrier Jouet, Moet, Veuve Clicquot, Cristal and Piper-Heidsieck.

225 Years Later, Piper Still Has Passion
ConsumerBase revealed that when it comes to popping bottles, Piper-Heidsieck's comes out on top. Though Piper-Heidsieck generated less chatter than other brands, the 225-year-old Champagne region native turned up entirely positive chatter, with 38% of those conversations revolving around the emotion of "love." In fact, Piper-Heidsieck was associated with 13% more "love" conversations than anyone else. 

Verbatim surfaced about Piper-Heidsieck showed that consumers find it to be an extravagant choice that doesn't break the bank (*at $50 per bottle, according to Wine Enthusiast). Also noted, the brand is positively associated with a centuries-old legacy dating back to Marie-Antoinette.

Known for its extravagance and style, Piper-Heidsieck was the preferred champagne of Marie-Antoinette at the royal court of Versailles

The Piper Heidsieck NV is my go to Champagne for quality vs price. At $29 it is a great buy with some toast and yeast with a nice mousse

Piper-Heidsieck extravaganza has transcended generations while upholding its reputation as a reference amongst classic champagnes

With Dom Perignon, It's Quantity over Quality
Despite its dominance in volume of conversations, only 7% of chatter about Dom Perignon was considered passionate. According to the data, consumers find this Moët & Chandon champagne brand to be pricey without the novelty or quality to justify its $150* price point.

I've never been impressed with Dom Perignon when compared to other high end champagnes

And everybody's bored by Dom Perignon

Dom Perignon is good but too pricey for our pocket book

Cristal is No Longer the Hip-Hop Darling
Also interesting to note, Cristal generated a lot of passion, but mostly negative from consumers' reactions to reports that Louis Roederer managing director Frederic Rouzard did not embrace the brand's affinity (and $225* and up price tag) in hip hop culture and rap lyrics.

Hate Cristal, makes me sick

Not true, in fact rappers don't drink Cristal anymore because the maker is a racist

I can't bear Cristal

Each month, the Brand Passion Index analyzes consumer passion for brands in various categories and publishes the results on the NetBase blog.

For more information please visit:
NetBase's Blog: http://bit.ly/9hhmr9
NetBase on Twitter: http://bit.ly/dgDNR1 
NetBase on Facebook: http://on.fb.me/fKCTyz
NetBase on YouTube: http://bit.ly/cQ7p9P
View NetBase interview with Robert Scoble: http://bit.ly/cWQ6Pp

About NetBase
NetBase Social Media Insight and Analysis helps marketing teams make smarter business decisions. We deliver tools and scorecards that give market researchers and brand managers a fast, reliable way to understand online brand equity, analyze and compare consumer passion, and generate deep insights that answer their "why" questions. Serving hundreds of corporate customers, our products were developed in partnership with five of the top 10 CPG companies, including Coca-Cola and Kraft, and are used by four of the top 10 market research firms, including J. D. Power & Associates. Based in the heart of Silicon Valley, NetBase is a privately held company. For more information, visit: www.netbase.com.

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