Dom Perignon is a prestigious champagne brand introduced in 1921 by a French company with almost 300 years of history – Moët & Chandon (Champagne). Today, the winery is part of the Louis-Vuitton-Moët-Hennessy concern, which owns many well-known brands, including Tiffany, Dior, Givenchy. Dom Perignon is a completely dry wine (brut) made from a combination of chardonnay and pinot noir. Available in two variations:
- pink (since 1959).
Each batch is made from grapes of the same year. Before entering the shelves, the wine is aged for at least seven years. Each blend is presented on the market three times: 9, 18, and 25 years after harvesting. They are labeled (P1, P2, and P3).
Meaning and History
Moët began selling even before the invention of fermentation, remuage, and the concept of “vintage champagne.” He supplied wines to the court of Louis XV. Connoisseurs of his drinks were Napoleon and Jefferson. The famous house is also mentioned in Pushkin’s poems. And today, champagne from the house of Moet is served at the table of the Queen of Britain. Therefore, the words “elite” and “antique” are perfectly combined with the products of this company.
Manufacturers also chose a loud name for their brand. Perignon is the name of a monk who improved the technology of champagne production. The prefix “House” – was an appeal to a clergyman (from the word dominus – Lord). The monk was responsible for the monastery’s food and paid close attention to wine, as the abbey owned large vineyards. His inventions include blending and preserving carbon dioxide bubbles through bottling. Moët & Chandon bought the vineyards from the abbey of Perignon in the early 19th century, and so the owners decided to associate their drink with the monk’s name.
The brand was immediately positioned as vintage, as it appeared before prohibition in 21 and hit the foreign shelves only in 1936. This played a role in the popularity of sparkling. The visual image was selected as the most elite on the advice of Lawrence Venn, an English advertiser for a company that imported the product. A year before the first delivery, copies of the wine were sent personally to the best customers who advertised champagne even before it appeared.
The logo is the brand’s name, made in softly rounded capital letters as if Perignon himself signed the bottles. Below is an image of an English heart-shaped shield. The shield reminds:
- heart (a symbol of the love of the monk and the company for their business and product)
- tulip (as an association with the elite royal flower. In Europe in the 17-18 century, when the company appeared, bulbs could cost an entire estate and only very rich seniors could afford to buy them)
- a glass of champagne, because the drink gives a whole bouquet of taste
- grape brush.
The logo hints at knightly prowess, the era of tournaments, kings. It is also a symbol of the vine, a royal drink with a noble past.
The same heart-shaped shape is used in the label of the brand. There, the shield is decorated with vines with bunches of grapes and has the color of old oak corks, with which Perignon first began to close his products. The brand’s name is written on the label; it is indicated that the champagne comes from the abbey d’Ovillers. The inscriptions are made in the ornate old style. Along the edges of the label, it says that this is a French product made in Moët & Chandon Champagne.
The brand constantly emphasizes its exclusivity. For example, in 2007, for Christmas, a set of six bottles and three glasses of champagne was sold in a Lagerfeld-designed bass and lambskin guitar case. Its cost was about 100 thousand dollars.
Font and Colors of the Emblem
The handwritten font French Script MT is used for the emblem, which should resemble the handwriting of a monk. The noblest colors are also used for the emblem – black and gold: Black – honor, power, a way to stand out, show the power of the company. In addition, black hints at the monastic attire. Gold is the color of kings, a symbol of luxury. This is how champagne, an elite brand, positions itself. A bottle of Dom Perignon on the table is an indicator of luxury.