New release for Laurent-Perrier

Related tags Price United states

Laurent-Perrier Champagne has released a new version of its Grand
Siecle La Cuvee wine in the US, at the same time reducing the price
to around €80 a bottle in a bid to attract greater numbers of
consumers to high quality wines.

Laurent-Perrier, the Champagne house which produces a range of brands including Castellane and Delamotte as well as its eponymous wine, has launched a new version of its Grand Siecle La Cuvee Champagne in the US market.

The wine was first produced in 1960, and the latest launch is the 17th to be sold under the Grand Siecle name. The launch of the new wine has also seen a reduction in the recommended sales price for Grand Siecle to $79.99 (€82), in line with its original positioning in the US and France. The wine had been retailing for more than $100 per bottle, with restaurant prices higher still.

Laurent-Perrier said that the original idea behind the Grand Siecle wine in the US was to offer a high quality Champagne at a price which was accessible to a broad variety of consumers, but that this had got lost over the years as the price increased to match those of champagnes of similar qualities.

"The adoption of the Euro as the common currency of the European Union has given Laurent-Perrier Champagne the opportunity to review the pricing structure for its flagship product, Grand Siecle, in Europe and the United States,"​ said Francois Peltereau-Villeneuve, vice president of Laurent-Perrier US.

"Laurent-Perrier enjoys the trust of very discriminating consumers,"​ he said. "And with the rapid globalisation of the wine marketplace, we feel it is important that pricing reflects the expectation of our customers wherever they might be."

Related topics R&D