Supporting Maison Nicolas through its transformation (2025)

Established in 1822, Nicolas reshaped wine consumption in France. Against a backdrop of shifting consumer habits and expectations, the bicentennial retailer announced a new executive leadership team in spring 2025 and initiated a wide-ranging transformation of its offer.

Following the appointment of Cathy Collart Geiger as CEO, the agency rolled out a multi-step communication strategy to support the launch of the brand’s new positioning and identity, Maison Nicolas, and to translate the core ambitions of its transformation into compelling media narratives, rooted in conviviality and attentiveness to new consumer expectations.

Building anticipation and amplifying the transformation announcement through an embargoed media briefing programme with mainstream and business press, ensuring a peak in visibility and engagement on announcement day.

Sustaining momentum and maximising the announcement’s impact by leveraging the CEO’s media appearances throughout the year across high-reach outlets (radio, television and daily press).

Showcasing the product offering and the brand’s new ambitions, including expansion into the alcohol-free segment and support for new moments of conviviality, through ongoing communications and tasting events with producers for specialist wine and spirits media.