Moët & Chandon launches Ice Imperial

Moët & Chandon has introduced a radical and fun new way to enjoy champagne while outdoors in the sun with the launch of Moët Ice Impérial: the first champagne specifically designed to be served over ice.

The base wine have been selected to create a concentrated, intense cuvée that is freshened to perfection by the addition of ice cubes. The dominant 40-50% angular Pinot Noir in the blend provides intensity of fruit and structure, with 30-40% Pinot Meunier bringing a fleshy richness to the mid-palate and 10-20% Chardonnay contributing the piercing acidity needed to contrast with the Demi-sec dosage and the ice to create a refreshing finish.

Moët Ice Impérial is best served with three or four large square ice cubes in large Chianti-style wine glasses. To add a personalised twist, each glass can be harmoniously complemented by the addition of "fresh" ingredients that highlight its fresh finish such as a sprig of mint, a zest of lime or white grapefruit.

Moët Ice Imperial was trialled in the US, France and Germany targeting daytime celebrations in chic and sunny international hotspots.  It will be available in selected on trade accounts across the south coast of England from 1 June and at the new Madison One New Change, London’s biggest public roof terrace overlooking St Paul’s Cathedral, which opens in May. A new Moët Ice Impérial bar will also serve champagne on ice to visitors and VIPs at the Bournemouth Air Show from 6 to 12 August.

Moët Ice Impérial is packaged in bottles with white lacquered sleeves (by Sleever International), which feature a black tie, gold label and silver design that contradicts industry conventions.

1 May 2011 - Felicity Murray