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Ruinart offers personalised bottle ‘skins’ at Fortnum & Mason
If you’re scrambling for a last minute Valentine’s Day gift for your significant other, one Champagne house is offering bottles with a personal touch.
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Ruinart’s second skin outer packaging, constructed of 99% paper and 1% glue, is a more environmentally friendly alternative to a traditional presentation box. According to the brand, the skin, the result of two years of research, is nine times lighter than the previous packaging and results in a 60% reduction in emissions compared to a gift box. The second skin was also reportedly produced without incurring any airfreight.
Beyond the eco credentials of the second skin, it also provides a blank canvas ripe for inscribing.
The personalisation service, available exclusively at Ruinart’s activation on the lower ground floor of luxury department store Fortnum & Mason, gives Champagne fans the chance to make their mark.
In just two minutes, Ruinart claims, an inscription featuring a personalised message, whether its the name of a loved one or a message of devotion, can be etched onto the packaging.
While a bottle of Ruinart Blanc de Blanc, a blend of some 25–30 Chardonnay crus, would set a Fortnum & Mason shopper back £85, it is an additional £6.50 for the personalisation service. Beyond 14 February, Ruinart has also revealed that the service will be offered at least as far ahead as Mother’s Day (10 March).
Fortnum & Mason was recently reported UK marketing agency Salience Search Marketing to be the “most prominent” alcohol brand of last year, despite it seeing the biggest year-on-year decline in online brand visibility during 2023.
Personalised packaging could well be the next big thing in high-end wines, and it isn’t just boxes and bottle skins either – according to global closures firm Crealis, bespoke closures will become a priority for brands in 2024.
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