A French wine maker Pernod Ricard has announced that it plans to launch the world’s most expensive champagne. Priced at $1,276 for a standard-sized bottle, it will be sold under the Perrier Jouet Belle Epoque name. However, it is still unclear when Pernod Ricard will launch the new sparkling wine.
The French may be a bit disappointed as Patrick Ricard, Chairman, Pernod Ricard, said that they would not be offering the new champagne in France.
This is in line with Pernod’s drive to take its brands to the upper-market segment by bringing out super-expensive products. It has also announced that it will launch a new expensive brandy at $248 a bottle.
Pierre Pringuet, MD, Pernod Ricard said;
It is a fact that consumers all over the world want to identify with brands that represent themselves and this has to be brands with quality which are exclusive. It’s the same for fashion, cars... and spirits.
So far, existing Perrier Jouet Belle Epoque wines have a reputation for being some of the most competitively priced ‘prestige’ champagnes with flowers painted on the bottles. Now, they hope to break away from the tag and as Pierre Pringuet said, they are moving the Audi way.
Way to go!
News: BBCNews.com
