The company is looking or rather trying to change their branding image by putting their champagne in ordinary display.
The vending machine is positioned at the store’s “Destination Christmas” section. The machine has the brand name displayed notably and comes in a metallic champagne-colored finish. It is going to hold 200ml champagne bottles that will go for $29.
The vending machine has created some buzz and flair both for Selfridges store and the champagne brand as people share and post about the machine on their various social network platforms.