Among the house’s most important milestones was the release of Dom Pérignon Rosé 1971, which Geoffroy says set a new standard for that style of wine. “Rosé had been in existence since the 19th century,” he notes, “but that vintage placed rosé at the peak of the pyramid. Some serious winemakers said they never did and never would make rosé; now many of them have followed [our lead].” Currently, Dom Pérignon is accepting preorders for a limited edition of the 2003 Rosé, Balloon Venus for Dom Pérignon (pictured), to be released in September. It is encased in a sculpture by the American artist Jeff Koons. - See more at: http://robbreport.com/paid-issue/luxurys-25-most-innovative-brands-dom-perignon#sthash.SA7lq4Gu.dpuf
• The key to this world famous wine was the
• The grapes are harvested and mixed with
• Yeast is added and then the bottle is capped.
• The yeast eats the sugar and as this happens
carbon dioxide is produced that is trapped in
the bottles. This is how champagne becomes
• The bottle then rest for one year.
• Then the yeast is removed by placing the bottles in an
A-framed machine. This turns the bottles so the yeast
comes to the neck.
• Its then frozen and all that is left is champagne.
• The freezing allows only the yeast to shoot out in one
piece because of the carbon dioxide pressure.
• It is then topped off with a reserved wine and sugar
mixture. This determines its dryness v sweetness.
Dom Pierre Perignon, spiritual father of
champagne, devoted his life to an unwavering
quest, to go beyond the known and
experiment. Today, Dom continues this
legacy, where each vintage marks a new
Creators have an inspired vision, imagination
and passion, the audacity to drive an
unexpected act of creation, to transcend their
field and to create a timeless legacy.
The Dom Perignon manifesto
proclaims the principles that govern
the concept and making if its
exceptional wines, a singular vision of
the creation of wine.
Touch-Points of the Perignon
Dom Perignon is Always a Vintage Wine
- Our commitment to vintages is absolute. Dom Perignon is reinvented with every
vintage, daring to take risks. That is the cost of revealing the wine's extra
"soul", even if it means not declaring a vintage.
Dom Perignon is Always an Assemblage
- The assemblage is the foundation of the Dom Perignon style. Its principles have
always taken precedence over winemaking techniques. Dom Perignon is striving
for an ideal. There can only be one Blanc assemblage and one Rose'
assemblage for each vintage. Dom Perignon is one and indivisible.
We Require the Best Grapes of Champagne
- No matter where they come from. The core of the blend is eight historical
Grands Crus- Ay, Bouzy, Verzenay, Mailly, Chauilly, Cramant, Avize, Le
Mesnil- Plus the legendary Hautviller Premier Cru. But Dom also has the
unique privilege of being able to select grapes from all 17 Grands Crus of
We are Fully Committed to Respecting the
Terroirs and the Seasons
- Our goal is to enhance the terroirs and the character of the vintage without
betraying them. We are committed to protecting the grapes' original fruitiness,
Our winemaking philosophy can only be minimalist. Oxidation is our sworn
Intensity must be Based on Precision
- The wine's intensity is not based on its power, but on its precision and
relevance. This is a high-definition wine that requires just the right touch, not
The Truth of Dom Perignon is Revealed on the
- The mouth feel of the wine is seamless: rich, fresh yet mature, ethereal with
a silky, caressing texture. Dom P. has an unrivaled way of holding a note that is
Dom Perignon’s Complexity is Based on a
Commitment to Slow Aging
- Dom Perignon’s Blanc and Rose' are both widely recognized for their
impressive aging potential and complexity. Dom Perignon expresses its
first plentitude after either years in the cellar.
Dom Perignon’s Mineral character is a Unique
- Its somber, gray quality comes out in briny, toasted, smoky, and peaty
facets, calling to mind both the sea and the earth.
The Dom Perignon Style is Deeply Distinctive
- Paradox is a recurring feature of Dom Perignon The style is tense,
rhythmic, vibrant, vigorous, precise, tactile, seamless, fresh yet mature,
intense, complex, sensual. Dom Perignon is so inviting yet so
• Pluralistic Brand Architecture- characterized
by a series of well known consumer brands.
The name of the parent may be either invisible,
or inconsequential to the consumer and known
only to the investment community. Many
parent companies develop a system for
corporate endorsement that is tertiary.
• Vision –The foundation and the inspiration for the best brands.
• Meaning - The best brands stand for something–a big idea, a strategic position, a
defined set of values, a voice that stands apart.
• Authenticity – An organization must have clarity about its market, positioning, value
proposition, and competitive difference.
• Differentiation – Brands compete with all brands that want our attention, loyalty, and
• Durability - Ability to have longevity in a world in constant flux, characterized by
future permutations that no one can predict.
• Coherence - Whenever a customer experiences a brand, it must feel familiar and have
the desired effect. Consistency does not need to be rigid or limiting in order to feel like
• Flexibility - An effective brand identity positions a company for change and growth in
the future. It supports an evolving marketing strategy.
• Commitment - Organizations need to actively manage their assets, including the brand
name, the trademarks, the integrated sales and marketing systems, and the standards.
• Value - Building awareness, increasing recognition, communicating uniqueness and
quality, and expressing a competitive difference create measurable results.
Vision, Meaning, Commitment, and Value
• ―In the genes of the brand is the man, and it’s about pushing
the boundaries. At [the house], there is a tension between
the past and the future. Tradition is about pursuing an
ideal—an ideal in aesthetics. The ambition—the vision—is
our tradition. But at the same time, there is an element of
progress, of moving forward when it comes to the
technicalities of viticulture.‖
• "The grapes are never the same from one year to the next. If
a harvest does not meet Dom Pérignon's unyielding
standards, there will be no vintage champagne that year.
This isn't a value judgment - it's an aesthetic vision,‖
- Dom Pérignon Chef de Cave Richard Geoffroy
Flexibility, Differentiation, Coherence, Durability, Value
• Collaborative Efforts with artist, Jeff Koons
• Collaborations with contemporary artists can reposition a brand’s image to
appeal to younger consumers while the limited availability of the product
line will still draw brand loyalists
• With only 650 created, the Balloon Venus for Dom Pérignon bottle case can
be purchased for $20,000
• ―The collaboration was two years in the making and will definitely serve to
make Dom Pérignon even more exclusive than it has been perceived to
➵ Revenue for its wines and
spirits division was up 2.6%
at EUR1.03 billion in the
three months ended
Moet & Chandon
The Dom Perignon Bar
Located in the Bulgari Hotel Milan garden the Dom
Perignon Lounge Bar nestled behind a tall stand of red
beeches that opens to reveal a chic and inviting
lounge, perfect for private parties.
The Dom Perignon Bar
➵ Located in India’s Ashok Hotel, the Dom Perignon
Lounge is sleek black and silver with a blast of
colour is provided by Dom Perignon's kitschy
'Tribute to Andy Warhol' collection.
The Black Box Dom Perignon
➵ Design star Marc Newson
➵ Luxurious case to hold a bottle of Dom
➵ Inspired by the designer’s nomadic
➵ The travel case combines technical
prowess and avant-garde design.
➵ Carried with a stylish strap handle, the
Black Box is made of polycarbonate to
insulate the bottle and keep it at the
➵ The look is emblematic of the "cool
luxury lifestyle" espoused by Marc
Dom Perignon X Jeff Koons
➵Dom Pérignon created an
Instagram page to promote
their collaborative project
with artist Jeff Koons as a
way to reinvent itself and
appeal to younger
➵The limited-edition Balloon
Venus bottle and gift box was
unveiled at a brand event
during New York Fashion
Week after a two-year