08 November, 2001

Pernod ready for prestige bubbles

Forget about Krug, Cristal and Dom. Pernod Ricard wants to develop a new champagne one major step above the usual suspect. Moneywise anyway since the newbie as the new member of the flowerdecorated Belle Epoque line of Perrier-Jouët will be sold for about 1000 euros each bottle.

That is rather good-sized for a champagne, that has not spend decades in the deepest caves of very wellknown houses. To add further to the exclusiveness the new Belle Epoque will be made in very limited amount and only sold in the US, Russia and China. Thus making the exclusivity a not insignificant part of the price.

According to several top people in Pernod Ricard, that acquired Perrier-Jouët last year as part of the Allied Domecq group, customers around the world wants better and more expensive brands. This applies for fashion, cars and also for champagne, they say.

Pernod Ricard became the secondbiggest group of wine- and spiritbrands after the purchase of Allied Domecq last summer. However, the the company remains a dwarf in Champagne compared with the giant LVMH, that counts Moët & Chandon, Veuve Clicquot-Ponsardin and Krug amongst its assets.

På dansk

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