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Champagnes dress up for Mother’s Day

In the run-up to this year’s Mother’s Day (Sunday March 10), Pernod Ricard UK is rolling out its popular gift boxes for Perrier-Jouët and G.H Mumm.
Perrier-Jouët sees the return of its stylish gold gift box from designer Claire Coles, recognised for her couture textiles and embroidered papers for names such as Paul Smith, Missoni and Liberty of London. 

Her gift box is part of a series of bespoke gifting items, which helped increase awareness and drive rate of sale at Christmas. It sees her delicate embroidery-stitch signature style evoking the House’s iconic anemones.

Available for the first time in grocery are two stitched satin Claire Coles bottle carry bags. The NV Grand Brut cocktail bag is threaded with a ribbon in Perrier-Jouët’s classic pistachio and, for the Blason Rosé, in pink. They are made from a semi-rigid construction with an insulating lining to keep the bottle chilled for up to two hours

G.H.Mumm is re-launching its popular Cordon Rouge and non-vintage G.H. Mumm Rosé premium gift boxes. Their designs give maximum shelf impact with the instantly recognisable red G.H. Mumm sash. Introduced in 1875, it echoes the red ribbon of the Légion d'Honneur, France's highest badge of honour.

G.H. Mumm Cordon Rouge has since become an iconic, global brand, synonymous with occasions of celebration.  The House recently conducted a study asking consumers to draw a bottle of champagne and more than 80 per cent of the drawings sported the distinctive red ribbon.

Vicky Wood, marketing controller for Champagnes at Pernod Ricard UK commented: “For retailers, these gift boxes provide opportunities to drive rate of sale and boost profit potential.  Research* shows people are willing to pay 45% more for a gift than a bottle of Champagne to be consumed at home.”

*Average spend per bottle of Champagne drunk at home is £20.46; average spend for a bottle purchased as a gift is £29.64 (Source: UK GfK Total Market Tracking)

20 February 2013 - Felicity Murray