WORLD’S MOST EXPENSIVE BUBBLY

THE WORLD’S MOST EXPENSIVE CHAMPAGNE, popping the records at $698O for a personalized bottle, went on sale targeting a “super-rich” global elite. The limited edition 12-bottle box sets of Perrier-Jouet champagne are priced at 5O,OOO euros according to French drink firm Pernod-Ricard. Sales are limited to a “community of super-rich’’ consumers in the United States, Britain, Japan, China, Russia, Switzerland, and France. “We are going to sell these box-sets to 1OO people around the world who will have a chance to customize their own champagne, the ultimate luxury,’’ Perrier Olivier Cavil, head of communications at Perrier-Jouet, said. “Each buyer will come to Epernay for a one-on-one meeting with our cellar master, Herve Deschamps, and will personally add a ‘liqueur’ to personalize the bottles,’’ he said. A combination of sugar and wines from different years, the liqueur will put the finishing touch on bottles of Perrier-Jouet’s 2OOO Belle Epoque champagne. Buyers will also be offered a storage nest in Perrier-Jouet’s cellars to hold the bottles for another eight months. The previous price record was held by a limited edition of Dom Perignon champagne, which went on sale in 2OO5 for $2O,1O4 per three-litre bottle.