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Domaine Chandon Looks To Boost On-Premise Presence With New “Bellini Service” Initiative

May 17, 2012

Moët Hennessy USA’s Domaine Chandon sparkling wine brand has unveiled a new partnership with Napa’s Perfect Purée that will see the two join forces to target the on-premise brunch occasion in key U.S. markets. The Chandon Brunch Bellini Service is debuting now at select accounts in New York City, with other markets to follow.

Selling at around $50, the Bellini service comes in a specially-made ice bucket designed to hold a bottle of Chandon California Brut Classic and a selection of fruit purées—including strawberry, blueberry, green apple and white peach, among others—allowing consumers to mix and match their own Bellini flavors at the table.

“We see this as a way to lighten up the Chandon brand and showcase its versatility,” Moët Hennessy USA vice president, Estates and Wines, Chloe Lloyd-Jones told Shanken News Daily. At retail, the core Domaine Chandon brand sells for between $15-$19 a 750-ml., with its prestige cuvée Étoile at around $30.

Domaine Chandon rose 4% to 363,000 cases in the U.S. last year. Lloyd-Jones says the brand’s sales remain “somewhat California-centric,” but a more aggressive push of late into markets as varied as Michigan, Texas and New York (which is showing double-digit growth) is helping to widen its footprint and create national momentum.


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