In summary, it is the systematic presence of a capa green bottle in a classic Champagne shape, a rectangular label horizontal, the use of gilding (on the cap, collar and/or label) and the use of illustrations (arabesques, coats of arms, logos, etc.). The combinations between these different elements are very varied, with more or less gilding and/or illustrations, for example.
We also find a block mark composed of the name “ champagne » written in capital letters and located above the brand name, itself written in a larger font size. According to the experts interviewed, these different elements, and in particular the golden color, represent “ that little touch of luxury that makes champagne champagne, that champagne is the king of wines and the wine of kings.” It therefore seems essential.
In addition to the bottle itself, champagne houses often increase the number of packaging and overpackaging to assert their high-end positioning. It’s hard to imagine a bottle of Dom Pérignon sold without its box!
Likewise, certain bottles of blanc de vins or rosé champagne are transparent so that the consumer can appreciate the pretty color of the wine. However, transparent glass is not recycled and, as it does not protect its contents from light, these bottles are often sold packaged in protective plastic. At a time when champagne is undergoing a dynamic environmental transition in terms of viticulture, what about the impact of “dry materials” linked to packaging on the environment? And what about the effect of their potential reduction on consumers’ perception of the product?
2023-12-29 12:40:00
#codes #champagne #marketing #tradition #luxury #environment
