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Champagne brings back bling

Champagne brand Armand de Brignac has unveiled a new bottle format that is bigger than even the Nebuchadnezzar.

At 30 litres, the Midas is the equivalent of 40 regular 750ml bottles and is larger than the 20 L (15 bottle) Nebuchadnezzar format that usually tops the bottle charts.

Priced at US$100,000, the first Midas was sold at the Las Vegas nightclub XS during the Ultimate Fighting Championship after-party.

The name pays reference to the mythological king who turned everything to gold with his touch; gold also being the trademark colour of de Brignac’s bottles.

Each bottle is apparently hand made and features two “Ace of Spades” insignia and two pewter labels. The bottles are presented in velvet-lined cases.

The brand claims that the format pays tribute to France’s haute couture heritage.

Rupert Millar, 03.02.2011

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