This year marks the 140 the anniversary of an icon, the most recognizable colour in Champagne world – Veuve Clicquot’s yellow label. Clicquot’s yellow continues to represent the House’s heritage, constant search to innovate and daring audacity for more than a century.

“In the mid-1800s, with the House’s continued growth and diversification, another label eventually became necessary, and a yellow version was created for its Sec (dry) wines in 1877. This first Yellow Label blend became an instant sensation and today it is still the most emblematic champagne of Veuve Clicquot. At first, Madame Clicquot was reticent to put a label on her champagne bottles. She saw them as an unnecessary distraction from a wine’s quality, which should speak for itself. Eventually, practicality and an increase in counterfeiting convinced her to allow a minimalistic, succinct white label – leaving the elegant wine to still speak for itself.

No one is entirely certain why the colour yellow was chosen 140 years ago, despite the fastidious House archives kept over the years. History provides multiple hypotheses: the burgeoning Impressionist movement used yellow in new ways to depict nature, especially artists like Monet, Van Gogh, and Manet; yellow became a trendy colour used in designer dress-making of the era, especially used when painting portraits of notable women; yellow is a celebrated color, and has historically symbolized cheer, sunshine and hope. Many have noted that the yellow of Veuve Clicquot almost approaches an orange in colour, although this is no coincidence. A more distinctive hue allowed them to be more easily identified in the darkness of cellars, especially as labels would fade after ageing.

In 1945, Veuve Clicquot Ponsardin Sec was renamed Veuve Clicquot Ponsardin Brut. The latter was dressed as the one and only Yellow Label that we know and toast with today. Registered on February 12th, 1877, it was the beginning of the contemporary Yellow Label tradition that still lives on 140 years later.”

To learn more about Veuve Clicquot head over to their website.


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