Let’s say it just one more time: summer calls for cocktails. So how to promote Champagne during summer when it’s usually consumed for special events like New Year’s Eve or celebrations?
Well, Veuve Clicquot may have found the solution.
The traditional house just launched a Champagne that can be mixed: Rich, which was how people used to call wines blended together to create sweet Champagnes.
Quite an audacious innovation from Veuve Clicquot that aims to attract new (and younger) consumers and to extend the brand’s clients to cocktail bars, beach bars and clubs.
Containing more sugar, this new product is sweeter than the brand’s flagship brut vintage, which makes it easily mixable with fresh fruits and vegetables, bringing out the wine aromas and flavours.
Rich was launched earlier this month at the Yacht Club in Toronto, Canada (the third-hottest market for Veuve Clicquot outside Europe).
Jean-Marc Gallot, Veuve’s new president, said: “After three centuries, we’re launching the first Champagne for mixology. It’s a bold move – some may think of it as sacrilege. We believe Clicquot should always move forward. Tradition is good in life, but in this challenging world, we have to push the boundaries.”
Veuve recommends to drink Rich in a wider-rimmed glass than a flute, with ice cubes (oh mon dieu !) and certain fruits and vegetables such as grapefruit, pineapple, lime, cucumber, celery, red and yellow peppers and even… tea!
The fancy packaging with a silver foil wrapping the bottle might seem a bit too much but hey, you do what you’ve got to do to attract younger consumers!
Veuve Clicquot Rich costs £40.
We’ll leave you with the video released last April. If you need us we’ll be by the pool, sipping our Rich with celery (yup).