October 27th 2016
Rebranding anything is difficult. People are conservative by nature and even when something has a terrible name to start with, like “Oil of Ulay”’s change to simply “Olay” or “Opal Fruits” to “Starburst”, there’s the feeling that something’s been lost. Dom Pérignon’s chief Chef de Cave Richard Geoffroy certainly had that fear when he took the audacious step in renaming Dom Pérignon’s late cellar release, the Oenothèque, to the more ornate, Plénitude. However, at a recent tasting of the Dom Pérignon Plenitude (P2) Rosé 1996 he was happy with his decision.