Perrier-Jouët from Pernod Ricard UK has introduced a raft of stylish new on and off-trade initiatives for the festive season, all designed to highlight its qualityand artistic heritage. Champagne, Piper-Heidsieck, has been decked out in a ‘sparkle’ gift-box. Three different coloured packs represent the Champagne’s three key expressions – Cuvée Brut, Cuvée Sublime and Rosé Sauvage. And G.H. Mumm Cordon Rouge NV, its Rosé and the newly unveiled Millésime 2006 will be presented in stylish gift boxes designed to drive rate of sale.
G.H. Mumm’s gift boxes reflect the House’s recently introduced pearlised labels which are colour-matched to each wine style, in oyster, parchment and delicate pink. The emblematic G.H. Mumm red ribbon is emblazoned across the boxes to give increased recognition and stand-out on shelf.
In addition, a special festive Cordon Rouge added value pack has also been developed. This smart box, with convenient carry handles, contains a bottle of the non-vintage wine alongside two elegant branded Champagne flutes.
Perrier-Jouët’s recently refreshed livery reflects a more contemporary take on the House’s traditional art nouveau theme. It extends to deluxe gift boxes for its non-vintage Grand Brut and Blason Rosé. The elegant, pearlised carton boxes (in white and pink respectively) have box tops and ribbon tab picked out in Perrier-Jouët’s classic pistachio green. Complete with a gold PJ seal, they give instant brand recognition and impact on shelf.
Perrier-Jouët is also releasing three glassware packs. Non-vintage Grand Brut, Belle Epoque Blanc 2004 and Belle Epoque Rosé 2004 are all housed alongside a pair of delicate branded champagne flutes.
Brand new for the UK is the InBloom Fresh Box, an innovative creation from acclaimed French designer Benjamin Graindorge. His contemporary styled, matte white soft-touch case is actually a clever chiller box that keeps Champagne cool for up to two hours. It pops open when the PJ seal is pressed – evoking an unfurling Perrier-Jouët anemone. The Grand Brut case has a green lid and the Rosé a pink one.
Perrier-Jouët’s Belle Epoque special cuvees, Blanc 2004 and Rosé 2004, are presented in a luxurious, canvas textured case. The House’s signature anemones and leaves encircle the front - and the cases boast a smooth drawer opening mechanism.
These new packs help build Perrier-Jouët’s long artistic brand equity, while retaining the ‘boutique’ feel. The packaging also communicates the light and elegant style of the Champagnes.
Finally, a stunning metalwork Champagne flute tree was created for the brand earlier this year by Dutch industrial designer, Tord Boontje.
‘The Enchanting Tree’ features the anemone flowers and leaves depicted on Perrier-Jouët’s iconic Belle Epoque bottle while six specially designed flutes hang from its branches. Below this a Perrier-Jouët ice bucket sits on a softly illuminated base.
Only a very limited number will be available worldwide, in upmarket department stores.
Vicky Wood, head of marketing, Champagne at Pernod Ricard UK says: ”In this season of giving, customers are prepared to splash out an average of 45% more on a bottle of Champagne bought as a gift, than they would a bottle for themselves.”
Oliver Dickson, senior brand manager for Piper-Heidsieck comments: “Christmas is the main event for Champagne sales, and as gifting in the off-trade is estimated to be worth £572m, gift packs present an exciting opportunity for retailers. Champagne is an accessible form of luxury and the new packaging adds value giving shoppers even more reason to buy at a time when they are already looking for extra special gifts. Champagne is a hugely important category to the off trade, worth £259m.”
Piper-Heidsieck’s first outdoor ad campaign
The new Piper-Heidsieck gift boxes go on shelf just eight weeks before the brand launches its first-ever outdoor advertising campaign. The advertising which will run with the strapline ‘Grand Soit la Vie’ ‘Let life be grand’ will feature on 15 high impact digital sites throughout London and the South East of England with the aim of further raising brand awareness ahead of the festive sales period.
4 November 2013 - Felicity Murray The Drinks Report, editor
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