PRESTIGE
The Prestige category (€100 and above) has been the fastest-growing segment of the past decade, relying on strong long-term growth fundamentals.
Prestige represents an important long-term value pool for the Group, targeting growing (and resilient) global affluent consumers. Pernod Ricard has the most comprehensive portfolio in the industry covering the four main Prestige categories, a unique competitive advantage, and boasting iconic brands including Martell, Perrier-Jouët, Royal Salute or Midleton, that define desirable luxury in ways that transcend their specific categories. Here are a few highlights from Maison Perrier-Jouët.
“Be More Flower”: opening a new era for the brand
Maison Perrier-Jouët has always maintained a close connection with both art and nature, embodied in its visual identity, inspired by nature and the creative gesture of Émile Gallé, one of the pioneers of Art Nouveau, in 1902. Campaigns and collaborations that nurture these connections strategically reinforce the brand’s uniquely exalted status as a beacon of cultivated desire.
The “Be More Flower” campaign, featuring Mélanie Laurent, has been pivotal in pursuing this strategy.
Launched across seven key luxury markets globally with high visibility around key cultural events like art fairs and fashion weeks, the campaign is the brand’s most magnetic to date, contributing to impressive results in key geographies. Brand awareness increased in Japan and France + 4pts vs last year, and in the U.S. + 3pts, making it the fastest growing champagne brand for awareness in that market.(1) Maison Perrier-Jouët is now the leading Prestige champagne brand in Japan for the second year in a row. In the U.S., the brand outperformed the champagne category by +6.8pts during the holiday season.
A collaboration rooted in design and biodiversity
Maison Perrier-Jouët also partnered with design studio Formafantasma to create “Cohabitare,” an architectural intervention dedicated to celebrating the productive coexistence of species. The project features the Îlot de Biodiversité, comprising 74 terracotta pillars designed to serve as a habitat for insects. The installation is a living manifesto of Maison Perrier-Jouët’s environmental vision, uniting biodiversity, viticulture and design. The project gained significant media attention, reaching a total of two million people on social media.
An ode to nature
In January 2025, Maison Perrier-Jouët unveiled “Ode à la Nature - Édition Volutes,” a continuation of its Objets Extraordinaires Collection. This collaboration with Chanel’s Atelier Montex features a jeroboam of Belle Époque champagne adorned with exquisite Haute Couture embroidery inspired by the floral exuberance of the Maison’s Art Nouveau heritage. Designed to adorn three rare vintages from the Maison’s most exclusive cellar, these coveted jeroboams are reserved for purchasers of the €100,000 creations. A luxury media partnership with Condé Nast in Japan, the U.S., South Korea and Hong Kong reached 18 million people, 277% of the initial objective.(2)