Veuve Clicquot launches mixing Champagne

Proving it isn’t scared to innovate in order to attract new consumers, Veuve Clicquot has launched a Champagne designed specifically for mixing in cocktails.

Dubbed “Rich”, the new sparkler, housed in striking silver foil wrapping patterned with Veuve’s anchor motif, is sweeter than the house’s flagship brut non-vintage.

The added sugar allegedly helps to bring out the aromas and flavours in the wine when mixed with fruit and vegetable juices.

The fizz was launched at the Yacht Club in Toronto earlier this month in a bid to move Champagne out of the realms of special occasions and into cocktail bars, beach bars and clubs.

“After three centuries, we’re launching the first Champagne for mixology. It’s a bold move – some may think of it as sacrilege,” Veuve’s new president Jean-Marc Gallot told the Toronto Star.

“We believe Clicquot should always move forward. Tradition is good in life, but in this challenging world, we have to push the boundaries,” he added.

Gallot is aware that Champagne drinkers are getting older and hopes Rich will attract younger consumers to the brand for the first time.

The fizz, which retails for £40, is designed to be drunk in a wider-rimmed glass than a flute with ice cubes and certain fruits like lime, strawberry and grapefruit.

Vegetables like cucumber and red and yellow peppers are also encouraged.

This isn’t the first Champagne of its kind on the market – Moët Ice Imperial is a demi-sec designed to be served with ice and slices of strawberry and lime.

Lanson White Label is a similar construct; a demi-sec best enjoyed with orange peel, raspberries or sprigs of mint.

It is also not the first “Rich” for Veuve – the brand also has a Rich Reserve Champagne in its portfolio released as a vintage wine. Containing around 28g/l of sugar, the sparkler is designed to be paired with food.