The Taittinger team has developed the new packaging to create a ‘family look’ across all of the wines and to improve visibility in both the on and off trade. The new packaging will begin to appear in the UK during the late summer months.
The current packaging divides the range into two distinct families with different shaped labels, different seals and different graphics. The new design will give consistency across the range, which includes the signature Brut Reserve, Prestige Rosé, Vintage Taittinger, Single Vineyard Les Folies de la Marquetterie, Prélude Grands Crus and Nocturne Sec. Changes include a smaller, embossed label; the Taittinger name on the foil and informative and educational back labels. The gift boxes have also been revamped.
Lynn Murray, marketing director at Hatch Mansfield, the UK agents for Taittinger Champagne said: “The new Taittinger designs are very much about evolution rather than revolution. They reflect the brand values of classic elegance and finesse. The attention to detail throughout has been thorough from the labels, to the foils, to the neck and back labels, gift boxes and cartons with strong visual and tactile cues. There is now a much clearer family style which will help consumers identify each of the cuvées with the Taittinger name. We look forward to seeing the new packs on shelf.”