With an elegant yet innovative concept and expertly guided execution, independent drinks design agency Knockout has introduced a new personalisation experience for Dom Pérignon, one of the world’s most prestigious champagne houses.
For years, the luxury champagne world has explored how to offer a more personal touch. Dom Pérignon, renowned for its exquisite craftsmanship and timeless elegance, set out to elevate its personalisation offering to match the exceptional standards of its Champagne. Partnering with Knockout, the brand seized the opportunity to elevate a Dom Pérignon moment into something more distinctive, intimate, and unforgettable.
The result is a new Dom Pérignon personalisation offer, a bespoke experience that blends innovation and design to create a moment of surprise and discovery. Its beauty lies in its subtlety: while the bottle’s iconic silhouette remains untouched, preserving its intrinsic prestige, a gentle turn reveals a concealed shield, an elegant piece of theatre seamlessly integrated into the closure. Broken open, it unveils a personalised message, discovered for the first time by the recipient as part of the opening ritual.
“To develop this concept, we conducted a strategic analysis of the market and quickly realised that personalisation isn’t merely about adding a name or message; it’s about forging a connection,” comments Dom Burke, Founder and Executive Creative Director at Knockout. “Above all, this was about crafting a personalisation experience worthy of such a distinguished brand. We instinctively understood that whatever we created could never diminish the prestige of Dom Pérignon. We found our way by embracing the concept of quiet luxury, inviting people to uncover something truly special, a hidden gem that elevates the act of giving and receiving. A moment of magic that lingers long after the bottle is gone, offering a unique memory tied to one of life’s most celebrated occasions.”
Knockout’s involvement extended far beyond concept and design. The agency led in collaboration with the brand team the experience from vision through to delivery, creating an intelligent, discreet system seamlessly integrated into the bottle and defining the technical framework for implementation with specialist partners.
This included a focused audit of personalisation experiences across luxury department stores in London, ensuring the offering stood apart while remaining true to Dom Pérignon’s values of elegance and exclusivity. Knockout also sourced the specialist technology required to bring the concept to life, ensuring each stage met the highest standards of craftsmanship.
Finally, the agency oversaw execution in detail, from the crafted kit to the ceremonial tray used during personalisation, ensuring a luxury retail experience as considered and exceptional as the champagne itself.
Designed for application by in-store teams, the kit holds everything required for hand finishing, making the ritual effortless to deliver within the retail environment, while remaining unmistakably Dom Pérignon.