Great champagne-makers strive to outdo each other’s inventiveness to burnish their image. Some even join forces with contemporary artists as famous as they are.
The great champagne brands are teeming with ideas to make their bottles and gift boxes look more attractive, often asking top international contemporary artists to design very limited editions of their labels. The main target is the collector for whom art is a passion rather than a speculative investment. Champagne producers have always updated their image in a timely manner to keep up with fashion and design trends. Their product is not just know-how, but also a style, a spirit and an art of living. The major brands look after their image as much their sales. For example, in 2003 Louis Roederer set up a foundation that backs contemporary photography and literature. Its partnerships with the Bibliothèque de France and the Palais de Tokyo have made it one of France’s foremost cultural benefactors. Bollinger, purveyor to the Crown of England since 1884 and famous for its “spécial cuvée”, has been on the…
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