New cuve for Heidsieck & Co. Monopole

The first release of Silver Top, from the 2002 vintage, continues the marque's colours' theme and will retail in the UK Off-Trade at 31.99. With smart silver packaging on both the front label and neck foil for maximum shelf stand-out, Silver Top sits above the flagship Blue Top Brut NV (22.99), Rose Top Ros NV (24.99) and Green Top Demi-Sec NV (19.99) currently available in the UK.

Chef de Cave Dominique Pichart has opted for a lower percentage of Pinot Noir in this vintage cuve, 35% - as opposed to his house style of around 70% - with 35% Chardonnay and 30% Pinot Meunier.

"The increased amount of Chardonnay in the blend gives the Champagne a more elegant taste profile commensurate with its positioning and price point," comments Marketing Manager Colin Cameron. "Heidsieck & Co. Monopole Silver Top 2002 is the ideal Champagne for the occasional consumer who wants to trade up, but needs the reassurance of a well-known, established brand. With all its premium cues, Silver Top provides this reassurance."

Heidsieck & Co. Monopole is now *one of the strongest growing brands in the UK Off-Trade with volume and value growing at over twice the rate of the category average, and has just entered the second year of its partnership with UK Athletics - the UK's premier Olympic sport.

The Vranken-Pommery Monopole group of Champagnes is looked after by Percy Fox and Justerini & Brooks in the UK.

* ACNielsen 8 weeks to 29th December 2007

Source: Vranken-Pommery Monopole

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