Joseph Perrier Champagne has unveiled its new-look bottle, which will be on the shelves of supermarkets in the UK, France and elsewhere.
The bottle redesign will enhance the perception of the product, according to Joseph Perrier’s head, Jean-Claude Fourmon.
“We understand that to premium-ise Joseph Perrier we needed something more attractive than the regular champagne bottle,” he told trade publication TheDrinksBusiness.com.
“We wanted a swan neck for a smaller air chamber, and generous shoulders to make it easier for the yeast to slide down the bottle. It’s a big investment: you need a special mould at the glass factory, and then you have to change everything in your house, even the racks and gyropalettes have to be designed for us, and then there are the labels, all the brochures, gift boxes … everything.”
“We are a new force, we are a brand looking for more respectability,” he added.
Joseph Perrier produces about 700,000 bottles per year.
© 2016 European Supermarket Magazine – your source for the latest retail news. Article by Peter Donnelly. To subscribe to ESM: The European Supermarket Magazine, click here.
