P-J gets wrapped up for Christmas

06 September, 2007

Champagne Perrier-Jouët will repackage its Grand Brut NV, Vintage and Blason rosé Champagnes in time for Christmas. The new look will create a "stronger family link" with Perrier-Jouët's prestige cuvée Belle Epoque, according to brand owner Pernod Ricard. Labels and foils have been upgraded and the house initials are represented by a coat of arms on the neck foil. A range of marketing activities, including an above-the-line consumer campaign and arts sponsorships, are planned for the next 12 months. In a statement, Pernod Ricard said the "renewed marketing drive will support a strict value strategy across the range, ultimately enabling Perrier-Jouët Belle Epoque to recover price parity with Dom Perignon".

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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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