Jacquart Brings Sound Into the Tasting Experience at Its Summer Pop-Up

What happened

Jacquart has launched a sonic tasting experience at a summer pop-up venue in France. The new format brings together champagne and sound, inviting guests to engage with the wines through an additional sensory dimension. The experience is available as part of the house's summer pop-up programme, which opened on 27 June 2026.

Why it matters

The champagne industry has long relied on the primacy of taste and aroma to communicate the qualities of a wine. Jacquart's decision to incorporate sound into a structured tasting format represents a meaningful departure from that convention. Experiential marketing has been gaining ground across the drinks world, and this initiative places Jacquart at the forefront of that shift within champagne specifically.

The sonic tasting format acknowledges what a growing body of sensory research has suggested: that what we hear can influence how we perceive what we drink. By staging this experience within a pop-up setting, Jacquart also signals an appetite for formats that are deliberately temporary and immersive, rather than rooted in the traditional maison visit.

For the broader champagne category, the move is a reminder that innovation need not be confined to the winery or the blend. The tasting occasion itself is increasingly understood as a space for creative expression.

Context

Jacquart is a champagne house based in France. The sonic tasting experience forms part of a summer pop-up venue, suggesting a seasonal and site-specific approach to consumer engagement. The combination of champagne and sound as a deliberate pairing reflects wider trends in experiential hospitality, where multi-sensory formats have become a recognised means of deepening audience connection with a product. The pop-up model, by its nature, lends a sense of occasion and exclusivity to the encounter, reinforcing the premium positioning that characterises the champagne category.