FRANCE - Breaking away from the conventional way of drinking champagne, Moët et Chandon has launched an innovative packaging that produces an outstanding alchemy of materials and colors.
Louis Vuitton Moëtt Hennessy Group (LVMH), through its subsidiary Moët et Chandon, has partnered with Sleever International to develop with a radically new packaging for their latest product, a champagne served over ice aptly named as the “Ice Imperial”.
For this cuvee, Sleever Technologies - the French converter’s research and development centre located in Tarn, South West France - used a high technology shrink film, SilkSleever, in an alabaster color with a tissue-paper texture and other new and distinctive qualities.
SilkSleever is a film made from white opaque plastic that forms a barrier against the light to preserve the wine's organoleptic qualities, protecting the bottle while keeping its traditional form.
The bottle is covered in tiny metallic bubbles and finished off with a white top. It sports a black cravat label with the traditional Moet signature printed in gold on the neck of the bottle.
The cravat and the foil cap can be removed so that the bottle can be recycled properly.
Speaking at the launch of Ice Imperial, Moet President and CEO Daniel Lalonde commented that this latest packaging innovation marks a radical change for the brand since its creation way back 1743.
“Sleever International has more than fulfilled its obligations, and, with SilkSleever, has created a design which is fundamentally different, both in terms of technology and marketing. It produces a startling alchemy of materials and colours,” Lalonde said.
Sleever International recently received the Special Award Forme De Luxe 2011 for this innovative decorating solution for Champagne Moët et Chandon.