Exclusive | Juliette Liqueur: a luxurious blend of French craftsmanship, elegance, and bold flavours
In this interview, we speak with Charmaine Choi, the designer behind Juliette Liqueur and the Heritage team at Charles Jacquin et Cie, the creators of the world’s only artisanal ultra-premium peach liqueur, created in the heart of the renowned Rhône Valley in France.
Juliette embodies the artistry and innovation of Charles Jacquin et Cie, the makers of iconic brands like Domaine de Canton and Chambord. With a commitment to excellence, Juliette Liqueur combines the finest local ingredients and impeccable craftsmanship to offer a truly unique experience.
Tell us a bit about the brand – its heritage, its story, and its markets.
Juliette Liqueur is the world’s only artisanal, ultra-premium peach liqueur, crafted in the heart of France’s renowned Rhône Valley. This unique spirit is the latest creation from the heritage team at Charles Jacquin et Cie, the masterminds behind iconic brands like Domaine de Canton and Chambord. Using only the finest pêche de vigne, harvested in the Rhone Valley, each batch of Juliette is handcrafted with 100% natural ingredients, delivering a rich and bold flavor of perfectly ripe peaches, softly layered with hints of vanilla and honeysuckle.
Priced at $49.99 USD for a 1L bottle, Juliette is designed to elevate special moments with its elegant look and versatile taste. Currently, Juliette is available in key markets throughout the United States, including Los Angeles, New York City and Philadelphia, with further expansion coming in 2025.
How does the design express the brand’s values? What inspired the design?
The design of Juliette Liqueur is a reflection of its ultra-premium positioning and the brand’s commitment to elegance and sophistication. With its tall and sleek perfume-inspired bottle evokes a sense of luxury that not only highlights the refinement of the product, but also embodies the high-quality craftsmanship and French heritage of the brand.
Named after the French word “Juillet’ for the summer month when the delicate heirloom peaches are hand-selected, Juliette’s design had to capture that moment in time. The Art Deco inspired design is meant to transport you to the elegant French countryside or a Parisian Brasserie where you are sipping a Juliette et Champagne cocktail. The label shape and typography echoes signage you would find on a Parisian street.
What is innovative or unusual about your packaging?
Juliette Liqueur stands out due to its distinctive packaging, which combines French elegance with a contemporary, bold statement. The Art Deco perfume-inspired glass bottle with its rich red label is unique and immediately eye-catching, offering a visual impact that reflects the liqueur’s luxurious and premium nature. The design evokes a sense of sophistication and elegance, while the embossed label adds a tactile element that further enhances the premium experience. This blend of striking visual appeal and refined craftsmanship makes Juliette Liqueur not just a drink, but a statement piece in any collection, perfectly complementing the brand’s commitment to quality and elegance.
Building off the packaging, a menu-style cocktail book adorned with brass rivets and gilded edges truly meant no detail was too small for Juliette. From cocktail book to website to point of sale, every touchpoint seamlessly integrated into the packaging, creating a cohesive brand system that enhanced the customer experience and made it more memorable.
What technical challenges did you need to overcome to manufacture the packaging, if any?
Numerous revisions were required when producing the bespoke decanter bottle to ensure that the proportions remained perfect and the signature shape was preserved. This involved painstaking refinement of the bottle’s slender neck and ball stopper to the limits of glass production capability. The result: the iconically sleek and svelte profile that Juliette boasts proudly from the backbar. With label printing, we went through many proofs to get the signature Juliette Red color right. We also wanted to ensure the back of the label was a gold foil versus white to maintain a luxurious look at all angles.
What reactions have you had from customers?
Customers have reacted positively to the elegant and distinctive design of Juliette Liqueur. Many have commented on the beautiful, eye-catching bottle, which they feel enhances the overall drinking experience. The premium design, along with the high-quality craftsmanship, has resonated with both cocktail enthusiasts and those new to the liqueur. Alongside the visual appeal, customers also praise the smooth, authentic peach flavor of the liqueur, further elevating the brand’s reputation as a luxury spirit that delivers both in taste and presentation.
- Client/Creative Director: John Cooper
- Brand: Jacquin’s
- Bottle and technical: Jacquin’s in-house
- Branding and Design: Charmaine Choi
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Photo de www.industries-cosmetiques.fr
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