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Château Pape Clément: Acquire new consumers and propose a web3-based loyalty program to all wine lovers

To commemorate the 770th harvest, 1,252 NFTs were offered for sale, each serving as a digital membership card for the club. 


Brand description

Château Pape Clément is one of the oldest Grands Crus in Bordeaux, with its vineyards dating back to the 13th century. The vineyard was originally planted by Bertrand de Goth, the youngest son of a noble Bordeaux family. He went on to become Pope Clément V after being elected in 1305 during Philippe le Bel's reign. The estate remained in the possession of the Archbishop of Bordeaux until the French Revolution. It was the first acquisition of Bernard Magrez, who has honored the wine-making philosophy and traditions established by Pope Clément V. This winery has a rich history, producing wine for seven continuous centuries.

Brand goals

Bernard Magrez, owner of four Grand Cru Classé estates in Bordeaux, aimed to connect the Château with wine lovers through an accessible NFT-based membership program.

Château Pape Clément laid the foundations for a new form of membership to create the gateway to unique and privileged experiences.


To commemorate the 770th harvest, 1,252 NFTs were offered for sale, each serving as a digital membership card for the club. 

As members of the Château Pape Clément Club, NFT holders had exclusive access to unique content, a limited-edition cuvée of the 2016 vintage, a digital reinterpretation of the vintage, and exceptional events and products. Through the dedicated application and website, wine enthusiasts were able to follow the creation of the 770th vintage and discover the secrets behind the making of a Grand Vin. 

Arianee's digital wallet allowed buyers to store their NFTs securely. The pre-launch sale of the NFTs began on November 8th, 2022, and the official sale began on November 10th, 2022, at a price of €310 inclusive of tax. Wine enthusiasts were invited to visit the website to be placed on a waiting list for the pre-launch sale:

The public can buy the membership with their credit card (= no need to possess crypto). All the perks could then be accessible through the Arianee mobile wallet application and the dedicated website.

A second NFT representing the exclusive bottle was airdropped on top of the membership token.

Customer Benefit(s)

  • Access to unique content published in a dedicated space through NFT
  • Ownership of a limited-edition cuvée of the 2016 vintage of Château Pape Clément
  • Acquiring a digital reinterpretation of the vintage
  • Exclusive access to exceptional events, experiences, and products



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