Champagne Nicolas Feuillatte has relaunched its communications strategy in a bid to align the brand with "emotional luxury". 

Activities include an international advertising campaign, called Enchanter La Vie. The strategy also features immersive brand experiences, a company magazine and increased digital presence. 

"We believe that luxury is not a matter of social status, but elegance and attitude, emotion and enjoyment, appreciation of the good and beautiful," said Julie Campos, managing director of Nicolas Feuillatte. "Champagne is an exceptional product but it shouldn't be reserved for exceptional circumstances."

Financial details were not disclosed. 

Last month, Nicolas Feuillatte reported an increase in sales and operating profits for calendar 2015. The Champagne house said bottle sales in the 12 months to the end of December increased 2% to 10.85m units. Meanwhile, operating profits were EUR20.6m (US$23.5m), up 4% on 2014. 

The company is planning to open a visitor centre, head offices and a tank room devoted to reserve wines, in early 2017.