At [Pound]670, the World's Most Expensive Bottle of Champagne ; EUROPE
Hickman, Martin, The Independent (London, England)
France's reputation for luxury fizzed yesterday with the news that the French wines and spirits group Pernod Ricard was to make the world's most expensive champagne.
A bottle of Perrier Jouet's Belle Epoque will cost [euro]1,000 ([pound]670), more than 50 times dearer than the cheapest champagne available in supermarkets.
Pernod's chairman Patrick Ricard announced the product in answer to a shareholder's question at the annual meeting about the company's strategy for competing with luxury groups such as LVMH, which owns Krug and Moet & Chandon. He added: "We won't do many cases and won't be offering it here."
M. Ricard appeared to be announcing Pernod's intent to shake up the multibillionpound champagne business, which is dominated by long- established players.
The conglomerate has only been making champagne for a year after taking control of the Mumm and Perrier Jouet brands following the [pound]7bn takeover of the British drinks giant Allied Domecq in August 2005. A spokeswoman for Pernod Ricard, which makes Beefeater gin, Malibu and Jacob's Creek, said there would be demand for such a costly bubbly. "There is a global trend to develop more and more premium and ultra-premium brands," she said.
Global champagne sales have performed well year after year for France against a slump in still wines that has left New World countries taking ever larger shares of the world …
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Publication information: Article title: At [Pound]670, the World's Most Expensive Bottle of Champagne ; EUROPE. Contributors: Hickman, Martin - Author. Newspaper title: The Independent (London, England). Publication date: November 8, 2006. Page number: 22. © 2009 The Independent - London. Provided by ProQuest LLC. All Rights Reserved.