Champagne branches out – Perrier-Jouët

The flute tree features an ice bucket.

PERRIER-Jouët is the focus of a new marketing campaign, which includes the launch of a UK arts prize and a limited edition metalwork ‘flute tree’.

Created by Dutch industrial designer Tord Boontje, ‘The Enchanting Tree’ features a Perrier-Jouët ice bucket and six frosted flutes which hang from its branches. A limited number of the flute trees will be made available to top-end bars and restaurants in the UK.
Meanwhile, the Perrier-Jouët Arts Salon and Prize will recognise the UK’s most exciting talent in contemporary arts and craft. The winner’s work will be the focus of a public exhibition at the St Pancras Renaissance Hotel and they will receive a £10,000 bursary to support the development of their career.
Vicky Wood, head of marketing for Champagnes at Pernod Ricard, said the new activity aims to “introduce Perrier-Jouët to a wider audience of urbane and stylish people who appreciate beauty and quality in all things”.
“The flute tree and glasses are also supremely functional – showing our light and elegant Champagnes to perfection,” she said.

Image – The flute tree features an ice bucket.