French luxury goods companyLouis Vuitton Moët Hennessy (LVMH) has announced that its Veuve Clicquot Brut Yellow Label champagne is marking its 140th anniversary this year.
In a press release, LVMH said that the yellow label came to be as a result of the rising popularity from the mid-19th century of sec, or dry champagnes with less sugar.
‘Veuve Clicquot decided to label the bottles with a colour that would distinguish them from other cuvées. And thus the famous yellow label was born in 1877,' the company said.
Iconic Image
In celebrating its milestone, LVMH greatly praised Veuve Clicquot's ‘distinctive colour’ and noted that there are several hypotheses about why yellow was chosen.
It added ‘the one thing that is certain is that with this visual innovation Veuve Clicquot was ahead of its time, transcending current practices and auguring the advent of what would later become known as “marketing”.
© 2017 European Supermarket Magazine – your source for the latest retail news. Article by Aidan O'Sullivan. Click subscribe to sign up to ESM: The European Supermarket Magazine.
