Black on booze: bubbly over ice? Not at that price

Apparently these days all you need to do to boost sales of a drink is to pour it over some ice.

Cider was the first, of course, while alcoholic ginger beer made a whole new category out of it and there has even been a beer or two attempting the move in recent years. Still wine, via E&J Gallo's Rosé on the Rocks initiative, also gained success with the concept — but Champagne? Isn't that just a step too far?

Last week's story on Moët & Chandon's new Moët Ice Imperial — a Champagne especially designed to be served over ice — generated more chatter than most of the stories I write.

Moët says the fizz is made with a "richness of structure" that will stand up against dilution. It has seen success in trials in the US, Germany and France and indeed the company isn't the first to put bubbly over ice.

In 2007 Piper-Heidsieck launched its Piscine serve in the UK, encouraged

by glamorous drinkers

in Cannes drinking

bubbly in this way. This was successful enough for none of you to remember it.

Lest we forget the UK is not Cannes, and when it comes down to it the problem is the expense.

I'm fine with putting ice in my pint of cider or glass of wine that cost me a few quid, but in a glass of fizz I've just paid through the nose for? No.

Some things are sacred. At that price, Champagne will stay one of them.