Chandon’s chief marketing officer Cécile Artigalas is inspired by the opportunity to lead a brand that’s centered around hospitality by sparking joy and connection.
“At Chandon, we see ourselves as hosts at heart, and this philosophy is the cornerstone of everything we do,” says Artigalas. “Hosting isn’t just what we do, it’s who we are. Every day brings a fresh chance to create memorable moments of celebration, extend an invitation to more people to join our table, and champion the artistry of craftsmanship with purpose. I’m continually energized by our team’s creativity, our global reach, and the chance to shape a more inclusive and joyful vision of luxury.”
Last year, the LVMH wine brand turned 50 and to celebrate, the company renovated the winery’s Napa home with a California-inspired redesign by Taalman Architecture. As part of the redesign, the company is promoting the versatility of its wines, encouraging drinking not just on birthdays and holidays but for everyday celebrations.
“Not just the big milestones but the everyday wins, the last-minute gatherings, the spontaneous toasts, and the moments still waiting to be imagined,” says Artigalas.
Prior to joining the LVMH brand, Artigalas spent eight years working on various brands at L’Oréal, and several years at Coty and Shiseido. Brand Innovators caught up with Artigalas from her office in Paris to talk about brand mission, seasonal marketing and showing up in culture. This interview has been edited for clarity and length.
What is your brand’s mission and how does it show up in your storytelling?
Chandon was founded on a spirit of innovation – winemakers pushing beyond the frontiers of traditional champagne know how to craft sparkling wines in unexpected corners of the world. Chandon is the world’s largest sparkling wine domain with 6 extraordinary wineries in unexpected corners of the world from Argentina to Brazil, Australia, China, India and California. Today, we carry that pioneering legacy forward with our all-female winemaking team at Chandon California, led by the talented Pauline Lhote at our Home in Yountville.
Under her guidance, we craft wines that tell a story of precision and passion whilst revealing the singularity of Napa and Sonoma terroirs. We are pioneers and explorers in everything we do, from our winemaking expertise to our sustainable viticulture practices and commitments, and how we elevate everyday moments into exceptional celebrations.
How are you telling the brand stories across your portfolio?
Chandon wines tell a story of excellence, celebration, and winemaking expertise. Our Brut and Rosé offer timeless staples for any occasion, while Garden Spritz reveals our innovative and creative mindset, redefining the spritz ritual with a ready to serve drink and nature-first ingredients for effortless hosting.
How are you approaching the upcoming seasonal sipping moments?
We’re embracing the idea that new luxury is more about sharing than ownership. The way we prefer to sip in seasonal moments is by bringing people together – whether it’s a garden brunch, a beach picnic, or an elevated dinner. Our campaigns will highlight the joy of sharing a bottle of Chandon with those you love.
We’ll also be celebrating versatility – because Chandon isn’t just for birthdays or holidays; it’s for any occasion that’s worth raising a glass. Life is full of moments that deserve to be celebrated, and Chandon is there to elevate those moments.
Chandon redefines what celebration looks like. Not just the big milestones but the everyday wins, the last-minute gatherings, the spontaneous toasts, and the moments still waiting to be imagined.
With a more inclusive and expressive take on togetherness, we unlock new playgrounds of celebration from rooftops to street corners. With Brut & Rosé, we offer the freedom to celebrate: anytime, anywhere, your own way. With Spritz, we offer the freedom to explore: new moments, new rituals, new connections. One brand. Many expressions of joy.
What trends are you seeing in winery hosting and how do you stay on the cutting edge of that?
The trend in winery visits is moving toward more personalized, immersive experiences. Guests are seeking out experiences that reflect their values – connection, creativity, and sustainability. Most importantly, we want every guest to feel a true sense of belonging.
At Chandon, everyone is welcome. At Chandon Home, we’ve made it our mission to create an environment that feels like a gathering hosted by a close friend. In addition to everyday dining and tasting bookable offerings, we also have special winery events from chef-led dinners to regenerative agriculture tours, each detail is crafted with storytelling and purpose.
What innovations are you embracing in marketing?
In a world of meal preps, beauty steps, work habits, people feel stuck. Life today is dominated by routines. But people crave connection, freedom, spontaneity. To answer these consumers’ insights, we crave to propose more than a sparkling drink, opening new possibilities for consumers to celebrate not how they were always told to, not by the rules, but in ways that feel uniquely theirs.
With a more inclusive and expressive take on togetherness, we unlock new packs and recipes from rooftops to street corners: As an example we are launching new mini bottles that offer the freedom to celebrate: anytime, anywhere bringing an innovative and sustainable pack for life’s little moments.
Another example is our Chandon Garden Spritz that answers a consumer’s demand everywhere in the world for more respectful products not only for themselves but also for the planet. Our Spritz is an all natural ready to serve apéritif bringing what nature does the best without any artificiality in the process: no artificial flavors, no artificial colors, just organic oranges and a blend of spices and herbs added to our Chandon Brut.
Our creations are the true embodiment of our collective of unrestrained winemakers’ shared passion and quest to bring excitement through innovative and responsible creations.
In what ways does culture play a role in your marketing?
Hosting is the heartbeat of Chandon, and culture deeply informs how we show up as hosts. We are monitoring and keeping our finger on the pulse of what’s happening and resonating culturally. Whether it’s a casual gathering of friends or creating intimate dinner parties at home, we embrace the many ways people come together.
Our marketing reflects a belief that hospitality is both personal and cultural – it’s about understanding and honoring the traditions, values, and rituals that make every gathering meaningful. Culture guides us to host with authenticity, warmth, and intention – always making space for others at our table.
