Veuve Clicquot has always been a high-quality bet in our household, but this year it has caught my eye more than usual.
I was drawn to the yellow pull-string bags that hug the bottles - a refreshing change from cardboard box designs. I was even more impressed to discover that the bag was foil-lined and worked as a bottle cooler. I've often wondered why more packaging doesn't have a life beyond the shelf.
Veuve Clicquot has ticked all the boxes. This packaging stands out in-store, supports the brand, creates a stronger gift proposition, improves the product's quality, acts as brand merchandise and is useful.
It's a winner and I'm genuinely interested in finding out what impact this design will have on improving sales and switching brand preference.
Perhaps it won't be the cardboard box that is the most popular toy this Christmas. I can see a few kids filling up Veuve Clicquot bags with Lego bricks while their parents watch Dr No and get plastered.