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New look for Champagne Taittinger

Champagne Taittinger is introducing new packaging for its six cuvées to create a family look across all its wines and improve visibility in both the on- and off-trade environments.

Current packaging divides the range into two distinct families with different shaped labels, different seals and different graphics; the new design will give consistency and harmony across the range, which includes the signature Brut Reserve, Prestige Rosé, Vintage Taittinger, Single Vineyard Les Folies de la Marquetterie, Prélude Grands Crus and Nocturne Sec.
“The evolutionary design expresses the brand positioning and reflects the values of Champagne Taittinger – classic; timeless elegance,” says Dominique Garreta, marketing and communications director

Included in the changes is the shape of the label, part of the Taittinger history for 50 years, which will become uniform across all cuvées. Labels will be smaller, giving a slimmer, more elegant look to the bottle and be colour-coded for the different cuvées and the Taittinger branding will be more visible
The neck collar will also be smaller and display the seal, with the exception of two – Les Folies de la Marquetterie which displays an image to reinforce its single vineyard provenance, and the Vintage Taittinger Champagne’s which displays the relevant year.
The Taittinger name will be displayed on the foils of each cuvee, giving stronger brand identification. The back labels will “inform and educate” and feature a “family message and a common explanation of the brand, with each cuvée having a dedicated explanation and tasting note,” adds Garreta.

The new look will be available late summer.


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1 August 2009 - James Graham