Allied Domecq is to back the 100th anniversary of its art nouveau Belle Époque bottle of brand Perrier-Jouët  with a major consumer campaign in the UK. 

The push will be based around the brand's links with the arts and involves sponsorship and partner events with the likes of the retailer Liberty, fashion designer Maria Grachvogel, garden designer Stephen Woodhams and the Elton John Aids Foundation.  The programme will run throughout the pre-Christmas period.

"Perrier-Jouët champagne is about intimacy, passion and beauty - as reflected in the elegant anemone-clad bottle of the Belle Époque cuvée, which was designed by Emile Gallé in 1902," says Mark Wallace, senior brand manager for Champagnes at ADUK.  "The consumer-focused UK campaign for Perrier-Jouët is part of a global programme of activity for the centenary designed to bring the brand experience to life for both consumers and trade in the major champagne markets around the world."

Global celebrations were officially launched on 21st September at a Ball at Maison Belle Époque in Epernay for Allied Domecq's top customers across Europe, the USA and Asia.  The UK activity kicked off during London Fashion Week with an in-store event at Liberty in London for readers of Liberty magazine. Further promotions with Liberty will continue in November, including a month-long Perrier-Jouët Belle Époque window display at the store on Regent Street.
Continuing with the fashion theme, Champagne Perrier-Jouët will be involved in a number of  events in the UK and in France with haute couture fashion designer Maria Grachvogel as official sponsor of her Spring/ Summer 2003 Collection. 

"This is the first time that we have worked in conjunction with a fashion designer and we believe that Maria's designs perfectly complement the elegance and sophistication of Perrier-Jouët Champagne," comments Wallace. To launch the partnership, Champagne Perrier-Jouët was the title sponsor of the Maria Grachvogel Paris Fashion Week Show on 10th October.