Champagne Perrier-Jouët is hoping to take on Dom Pérignon in the UK with an ambitious repositioning strategy and new packaging.

Pernod-Ricard, which acquired the brand when it bought rival Allied Domecq in 2005, said a new marketing drive would reinforce the quality and value of the Champagne. The strategy would enable the brand to achieve the same price point as prestige cuvée Dom Pérignon, it said.

"Since buying the brand we've been putting in place the building blocks to launch a renewed drive behind the brand," said Chris Seale, head of Champagnes at Pernod-Ricard UK.

"The new packaging and brand identity will serve as a springboard for a range of marketing activities in the next 12 months," he added.

The revised look will appear on the Grand Brut Non-Vintage, Vintage and Rosé Champagnes and highlights elements of the brand's anemone design, which features on its flagship cuvée, Belle Epoque.