Dom Pérignon Appropriate Icelandic Nature For Rebrand

Champagne producer Dom Pérignon is modelling its new luxury champagne rebrand on Icelandic nature, reports The Chicago Tribune.

“The wine is all about magnetic energy,” said Richard Geoffroy, chef de cave at Dom Pérignon speaking about their rebranded champagne, P2. “Iceland looks quiet, minimalist, but under the surface everything is bubbling and surging.”

The champagne makers revealed the new P2 bottle, which was inspired by Iceland, to a handful of journalists on the slopes of Gígjökull glacier earlier this year and claim both the champagne and Iceland share a mysterious and intriguing, magnetic and mineral energy.