Moet & Chandon, first pop-up champagne store in Indonesia.

Affluent Jakartans who have a fondness for champagne can now satisfy their taste buds as luxury champagne house Moet & Chandon has opened a legal alcohol pop-up store in Pacific Place, South Jakarta.

The champagne house displays all champagnes offered by its holding company, Moet-Hennessy, from Veuve Clicquot, Dom Perignon and yes, Moet & Chandon. The star of the store is Moet & Chandon Ice Imperial.

Moet-Hennessy’s brand manager in Indonesia, Belinda Luis, said the company wanted to introduce the culture of drinking champagne in Jakarta. She stated that even though champagne was familiar to the majority of local high society, the number of bottles sold is less than that of spirits, such as cognac, whiskey and vodka.

People still don’t know how to enjoy champagne properly and instead think of it just as being expensive, Luis said.

Although champagne is commonly drunk at formal events, the majority of young adults in Jakarta prefer other beverages due to what they say are price considerations.

This year, Moet & Chandon has a new global campaign called Open The Now! to attract younger people. Instead of the usual champagne advertisements portraying an image of supreme, regal luxury and of being different, the campaign shows colorful, hip, vibrant, youthful party people with a hint of luxury.

During the store’s opening party late last month, Pop The Now was introduced among the city’s A-list society. The evening party was also made more special—and fun—with the existence of a table tennis table branded Moet & Chandon.

While guests mingled, they were surprised by a flash mob performance in which chic women and handsome men swayed to the music and danced with gusto.

Guests could also customize their bottles of champagne by having their initials etched on them using Swarovski crystals.

According to Luis, Moet & Chandon would like to bring the spirit of celebration back with the introduction of Ice Imperial Champagne.

Coming in a snow-white bottle, Ice Imperial is said to be the only champagne that can be enjoyed with ice, which sounds too good to be true. Unlike the Brut version or classic Imperial that have stronger flavors, Ice Imperial embraces smoothness and is delicate yet fruity.

Ice Imperial containing three ice cubes is the most refreshing drink to replenish the soul. That is the very idea of Ice Imperial, to be enjoyed on a daily basis, especially in a place like tropical Indonesia.

For Open The Now! campaign, the company hired Roger Federer as its global brand ambassador, a title formerly held by actress Scarlett Johansson.

Moet & Chandon began as Moet et Cie (Moet & Co.), established by Épernay wine trader Claude Moet in 1743 after he began shipping his wine from Champagne to Paris. The reign of King Louis XV coincided with increased demand for sparkling wine. Soon after its foundation, and after son Claude-Louis joined Moet et Cie, the winery’s clientele included nobility and aristocrats.

In 1833, the company was renamed Moet et Chandon after Pierre-Gabriel Chandon joined the company as a partner of Jean-Remy Moet, Claude Moet’s grandson.

Following the introduction of the concept of a vintage champagne in 1840, Moet marketed its first vintage in 1842. Its best-selling brand, Brut Imperial, was introduced in the 1860s.

The company is now under Louis Vuitton Moet Hennesy (LVMH), the world’s largest luxury company owned by charismatic billionaire Bernard Arnault. In 2015, global revenue of the company reach €10.7 billion.

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