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Moet plays it cool

Moët & Chandon claims to have created a new Champagne drinking occasion with the UK launch of its Ice Impérial.

Designed specifically to be served over ice, the result is a Pinot Noir and Pinot Meunier-dominated demi-sec style, which aims for intensity of fruit and structure, with some acidity supplied by the 10-20% of Chardonnay which completes the assemblage.

The launch emerged from the bars of St Tropez, where the brand noticed that people were adding ice to brut Champagne in order to keep it cool.

In contrast to these drier, lighter styles, the balance and character of grapes selected for the Ice Impérial are intended to create a Champagne which can flourish in contact with the diluting, freezing qualities of ice.

The recommended serve is three ice cubes, but Moët is also encouraging consumers to experiment further by adding fresh fruit, mint and even ginger. The unconventional message is bolstered further by the use of white lacquered bottles, complete with black tie, gold label and silver design.

Already trialled in the US, France and Germany, the Ice Impérial will now be served in selected on-trade accounts across the south coast of England from 1 June throughout the summer. It will also be available in London at the Madison One New Change, which opens this month and promises the capital’s largest roof terrace.

A Moët Ice Impérial bar will also be on hand at the Bournemouth Air Show, which takes place from 6-12 August this year.

Click here to watch a full interview with Moët & Chandon chef de cave, Benoît Gouez

Gabriel Savage, 12.05.2011

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