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Since 1949 and under the impetus of its leader Bernard de Nonancourt, Laurent-Perrier, the largest family-owned Champagne house in the world, has enjoyed tremendous growth - now ranking worldwide at number three in value - while remaining autonomous. Laurent-Perrier has been built on a spirit of independence, vitality and boldness, while holding true to Champagne’s traditions.
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In 1959, when prestige cuvée was always single vintage, Laurent-Perrier introduced the first multi-vintage prestige cuvée, Grand Siècle, to the market. In 1980, Laurent-Perrier launched Ultra Brut, which re-introduced the concept of non-dosage champagne, a style popular in France during the 1880’s, to a new generation. Laurent-Perrier has always dared to be different and this autumn it has taken a bold approach to illustrate the various aspects of personality of the House and its champagne portfolio, internationally launching a fresh, modern-art visual identity created by the famed French photographer, Jean-Baptist Huynh. Aiming to express the House's major asset: the singularity of each of its wines, Huynh created a photographic series of still-life images of nature to translate the different aromas and flavors of Laurent-Perrier’s champagnes. Images of nature were chosen to reflect Laurent-Perrier’s natural winemaking philosophy – maintaining a hands-off approach to allow the terrior to express itself through the champagnes. To fully grasp the essence of each champagne, Huynh tasted them with Laurent-Perrier’s cellar master of 30 years, Alain Terrier. “I was very impressed by the clear way he described how each wine inspired him,” says Huynh. “He was talking about senses: the nose, the eyes and the mouth. He pointed out specific fruity flavors, floral characteristics and woody notes. I listened, amazed by this gustatory journey and was completely won over by his sensual description of each of the champagnes.” Using black and white nature photography, Huynh expresses the pleasure, purity, finesse and balance of Laurent-Perrier’s champagnes and the unique freshness, fruitiness, suppleness and structure of each one. For example, Huynh uses a tulip to visually illustrate the style and character of Laurent-Perrier Brut L-P – crisp and elegant with a strong underlying structure and a silky smooth mouth-feel. He photographed a peony to represent the Cuvée Rosé, a seashell for the über-crisp Ultra Brut, a butterfly for the fleeting Vintage Brut 1996 and the calla lily to represent the elegant complexity, depth and structure of Laurent-Perrier’s prestige cuvée, Grand Siècle. The new images will be featured world-wide on all Laurent-Perrier packaging and promotional materials. |
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In addition, Laurent-Perrier changed the labelling on the Grand Siècle to one of purity and modernity. It puts forward the extreme elegance of its bottle in keeping with today's quiet luxury codes: It is bold yet simple, strong, discreet and seducing. |
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