The inimitable “Clicquot Yellow”, our ray of Champagne sunshine

Dec 6, 2021 • 2 mins

We all know that the reputation of the Veuve Clicquot brand is well established, but did you know that this renowned Champagne House owes much of its success to a marketing masterstroke? Let’s go back to 1772, the year Maison Clicquot was founded, to learn more…

Behind the marketing masterstroke – a bold individual

First, a little history: Barbe Nicole Clicquot-Ponsardin, widow of Monsieur François Clicquot, took over the management of the Champagne House in 1805 after her husband passed away. At the age of just 27, she became one of the most influential businesswomen in the Champagne region whose endless imagination led to a boom in sales.

From ingenious inventions to the creation of vintage champagnes, Barbe Nicole Clicquot-Ponsardin was unstoppable! After inventing the riddling rack, she again showed her fearless character combined with just a soupçon of madness (which incidentally is still part of the Maison’s DNA) with the creation of her iconic yellow label.  Its registration as a trademark in 1877 was the masterstroke. Until then, no one had dared to present their champagne bottles with such a bright colour!

At the time, the “Grande Dame” of Champagne had no idea that she had put Maison Clicquot on the road to worldwide fame. Up until that time, the labels had been plain white and carried the words, “Veuve Clicquot, Ponsardin, Reims”. You could say that Veuve Clicquot’s history would not have been the same without this stroke of genius!

Beyond the marketing masterstroke – a clear strategy

This bright colour was initially used for just the Carte Jaune champagne and it was chosen primarily to ensure the Clicquot bottle stood out from its numerous competitors as well as other champagnes produced by the Champagne House.

In the 19th century, champagne used to have more sugar added to it. Dry champagne did not appear until the 1850s when Maison Clicquot brought out its “sec” champagne. It adopted a yellow label to set it apart from the other champagnes but this colour would evolve over the years and take on a more orange shade.

With their radiant colour, Madame Clicquot’s bottles are instantly recognisable, something of a marketing coup!

Sunny colours in Champagne

This sunny label will soon be 145 years old and has become a Veuve Clicquot hallmark. The Champagne House still celebrates its “Clicquot Yellow” today through an array of accessories, from ear warmers and ice-cube trays to table football machines and moon boots.

The warmth of Veuve Clicquot’s sunny colours contrasts beautifully with the cool climate of our Champagne region, an unintended but bonus publicity!