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Pernod accentuates Art Noveau association

Pernod Ricard has repackaged Perrier-Jouët in an attempt to reinforce the brand’s association with Emile Gallé’s Art Noveau anemone design and strengthen the Champagne’s link with the Belle Epoque prestige cuvée.

As part of the redesign the Perrier-Jouët Grand Brut, Vintage and Blason Rosé have each been given different coloured labels and foils to help identify the styles when the bottles are stacked in racks. Chris Seale, head of Champagnes at Pernod Ricard UK told the drinks business, “The new packaging has made Perrier-Jouët appear more confident, fresh and lively, as well as giving the range a more family-feel.”

He also said, “The launch of our new packaging and brand identity will serve as the springboard for a range of marketing activities over the next 12 months. These include an above the line consumer campaign and a number of arts-related sponsorships.”

RRPs for the range are £27 for the Grand Brut, £32 for the Rosé, and £32-£35 for the Vintage. Prices have not been increased with the new label launch nor have the Champagne styles changed. Perrier-Jouët’s last repackage was in 2001 when the green label changed to gold. The look of Belle Epoque remains the same.

Patrick Schmitt, 05/09/07

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