World's Most Expensive Fizz by P. Ricard
(Source: www.bbr.com )

Pernod Ricard announced on Tuesday its plan to launch what would be the world's most expensive champagne at £670-a-bottle under the Belle Epoque brand, currently Perrier Jouet's premium cuvee at a mere £70. The new ultra-premium bubbly represents an attempt of the Ricard group to move further upmarket and strengthen its position in the competitive arena of luxury drinks, where groups as LVMH (owner of Krug and Moet) reign supreme.

Some wine trade experts remained unconvinced about how much more quality the drinkers would derive from splashing £670 in a bottle of sparkling wine, regardless its provenance and credentials. Ronan Sayburn, head of wine at Gordon Ramsay's London restaurants, commented that "there is a trade-off point where the price and the actual flavour of the wine begin to split. When you are paying more than £400 to £500 a bottle, you are not getting something better in flavour, but exclusivity, rarity."