LVMH Moët Hennessy Louis Vuitton has re-invented the iconic packaging for Moët & Chandon Champagne as part of an innovation to attract younger consumers.

The new design, which was unveiled in the US during July, will hit the UK and all other markets later this month.

The French luxury goods group has said it wanted to maintain the "pedigree, vision, elegance and splendour" associated with the brand with the new design.

The packaging still features its trademark foil (coiffe) and distinctive black necktie (cravate), while the crown and stars have been reinforced as distinctive emblems of the brand, the company said.

Moët & Chandon UK brand director Caroline Warner said: "Great brands constantly innovate. Innovation keeps a brand fresh, keeps consumers intrigued and ensures that younger consumers are attracted to a brand.

"Moët is the favourite Champagne of 18-25 year olds and our average consumer is younger that those of other Champagnes. Our aim is to continue to be considered the most fabulous champagne of all and in order to ensure this, we must be inventive and creative with our communications."