Champagne Malard presents ‘Ladystyle’
A new Champagne is aiming to capture a young female audience with its “classy snake skin textured label” and lipstick red “Ladystyle” branding.
Created by Natasha Malard of Aÿ-based house Champagne Malard, the extra brut, non-vintage cuvée has been made with grapes from the grand cru villages of Cramant, Le Mesnil sur Oger and Avize, as well as the premier cru villages of Hautvillers, Trois-Puits and Rilly.
In order to appeal to its target audience, Malard worked with Professional Packaging Services, which has previously worked on projects for Taittinger, Bollinger and Duval-Leroy, for a result that is “designed to reflect the glamorous free spirit of its creator”.
In addition to the snakeskin label and red lettering on the bottle itself, the Champagne is presented in a box with two doors, which can be held open by magnets to display its contents. The inside cover features a photo of the original inspiration for Ladystyle, Natasha Malard.
Stressing the importance of strong design “to create a successful brand for the young, vibrant and astute modern female”, Malard said: “We are extremely proud of ‘Ladystyle’ and, in order to help it stand out on the shelves, we needed to work with a company that understands the market.”
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Initially launched in Paris this October, Ladystyle is made from 50% Chardonnay, 30% Pinot Noir and 20% Pinot Meunier, with an RRP of around £45.
Champagne Malard was founded in 1996 by Epernay-born entrepreneur Jean-Louis Malard. Working with growers, its focus is on producing Champagnes from the region’s premier and grand cru villages.
Utter drivel.