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Champagne labels get regal redesign

Labels with strong tactile feel combine with distinctive color schemes for luxurious presentation of French champagne brand Canard-Duchêne that helps drive differentiation at the shelf.

Pw 40064 Cvii Brut Label Haute Def

The rapidly growing number of wines from both new and traditional vintners, and from different countries of origin, has made for fierce competition at the shelf, with brand owners trying to capture consumers’ attention and influence their in-store purchasing decisions. As a result, vintners have turned to quality labeling to express brand personality and promote products as an object of desire, as well as to stand out on a crowded shelf.


Founded in 1868 by husband and wife Victor Canard and Léonie Duchêne, the Canard-Duchêne champagne house is situated in Ludes, France, amid the pristine Montagne de Reims National Park. A plateau overlooking the Marne Valley, the Montagne de Reims provides the vineyard with a unique mixture of chalk, sand, clay, and limestone soils that impact the champagne’s character.


Family-focused and independent from the outset, Canard-Duchêne is dedicated to the winemaking process, producing two different lines of champagne: Authentic and Grandes Cuvées Charles VII. Granted the right by the Russian Imperial Family to adopt its coat of arms as the Canard-Duchêne family emblem, the regal, crowned two-headed eagle has been a prominent element of the brand’s graphic identity, being displayed on every bottle of champagne since the end of the 19th century.


In 2011, Canard-Duchêne set out on a package redesign, with the goal of enhancing the positioning of its four varietals of Grandes Cuvées Charles VII—Blanc de Noirs, Brut Rosé, Blanc de Blancs, and Brut—as super-premium champagnes. “Our goal was to create a new label and package design that exemplifies luxury and reinforces the rich winemaking heritage of Canard-Duchêne,” says Alexis Petit-Gats, marketing and communication director, Canard-Duchêne champagne. “We wanted the label to deliver a tactile feel combined with visual depth. But it was also essential that the Grandes Cuvées Charles VII brand identity be protected. Ice-bucket conditions are an extremely harsh environment. It’s vital the label look pristine on the shelf and every time it emerges from an ice bucket.”


Stock raises brand position, profile
Canard-Duchêne turned to converter Imprimerie Billet (www.imprimerie-billet.fr), located in Damery, France, for a labeling solution that would drive differentiation and brand preference at the shelf. Founded in 1910, Imprimerie Billet is well experienced in wine and champagne labeling. To achieve the required look and feel for the Grandes Cuvées Charles VII application, they proposed the new pressure-sensitive, pearlescent Fasson® Frozen Astra Diamond PLUS facestock with Fasson S2047N hot-melt adhesive, both from Avery Dennison.


“During a commercial/technical meeting with Avery Dennison, Fasson Frozen Astra Diamond PLUS was presented to us, which I kept aside with a portfolio of other substrates to share with my clients,” says Juan Lopez, commercial director for Imprimerie Billet. “A few months later, Canard-Duchêne was interested in testing the substrate for its Grandes Cuvées Charles VII champagne. After various trials, we found the look of the facestock to be a perfect fit for Canard-Duchêne to raise the profile and position of its brand.”

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