Laurent-Perrier Taps Morgan Freeman For New Campaign

Champagne Laurent-Perrier has announced award-winning actor and producer Morgan Freeman as the new face of prestige cuvée Grand Siècle. Freeman will front a new global campaign behind the luxury bubbly called “It takes time to become an icon,” which highlights Laurent-Perrier’s “extensive aging and distinctive approach to winemaking, specifically for our prestige cuvée Grand Siècle,” according to the company.

The new advertising campaign is launching today in the U.S., U.K., Japan, Germany, Switzerland, and Italy, both in print and digital. The push is rolling out in tandem with the next iteration of Grand Siècle, Iteration No. 26. According to Impact Databank, Laurent-Perrier ranked fifth among all Champagne brands in the U.S. by volume last year at 60,000 cases.—Daniel Marsteller

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