Revamp for Taittinger range

11 August, 2009

New-look packaging for Champagne Taittinger will appear on off-trade shelves over the next few weeks.

UK agent Hatch Mansfield said the revamp was designed to give a stronger family look across its six cuvées.

There will be a uniform bottle shape and labels will be smaller to give a more elegant look. The Taittinger branding will be more prominent and each cuvée will have its own label colour.

Changes have also been made to gift boxes and outer cartons to make them more consistent across the range.

Hatch Mansfield marketing director Lynn Murray said: "The new designs are very much about evolution rather than revolution.

"There is now a much clearer family style which will help consumers identify each of the cuvées with the Taittinger name."




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Talking terroir

When Bordeaux was in fashion, it seemed almost logical that we should fetishise winemakers. Here were people responsible for brilliant acts of blending, across large estates and multiple grape varieties, including superstars such as cabernet sauvignon and merlot. These days, fashion has moved on and pinot noir is ascendant. As a result, the star of the winemaker has fallen and we find ourselves following a new star in the sky: terroir.

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