Making Waves: The Rochambeau Club

Who?!

Well, this is the thing. The Rochambeau Club isn’t real. Doesn’t exist. Yet the world’s most boujie members club to ever not exist has left the likes of Soho House looking decidedly dull by comparison.

Hold on…why are they making waves then?

The Rochambeau Club is an elaborate hoax, a disgustingly stylish world created entirely with words. Why, you ask? To sell wine.

There are no tennis courts, heated or otherwise, and no blancmange on the make-believe breakfast menu. Andre Agassi never smoked in the plunge pool, because there isn’t one. Yet in a masterclass of building brands with words alone (and the odd image of beautiful people living an impossibly glamorous life of which we all aspire a taste), the Rochambeau Club is a world come alive. And just like that, we all want in. Even if it means spending a hundred quid on a case of Racquet Rosé - the booze behind the brand.

Which bits of their branding float your boat?

The Rochambeau Club is catnip to copywriters. While the rest of the wine world zigs with its aloof rambles about top notes and bouquets, the Rochambeau Club zags with a tone of voice that is right on the nose for the nouveau riche it aims to attract.

Alright, I’m sold. How can my brand be more Rochambeau Club?!

Let this be a lesson in the power of words. Use them wisely and you can build entire worlds for less than the price of an ad in your local rag.