For the first time in the brand's 260-year history, Moet & Chandon has embraced a wholesale relaunch, making it the highest-profile marketing event of the year in the world of wine. The new, luxurious look has been fashioned by London-based design agency Lewis Moberly, and is geared to underline the elegance & pedigree of the Champagne. The redesign is just one element of Moet's marketing programme, which has been put together to enhance the brand's image and position in the world of fashion and glamour. The New York unveiling of the new bottle coincided with the lighting of the Statue of Liberty; while in London it was the official Champagne for the annual Fashion Week and the Film Festival. Another Moet first was the progress of its rose which, for the first time in the UK, overtook Laurent Perrier's lead, capturing a 17.5% share, the highest in years.
