# Hidden-Message Champagne Labels
Dom Pérignon Introduced Knockout’s Concealed Shield Feature

By Debra John | Written with AI assistance | Published 2026-04-06 | Marketing
Source: Trend Hunter, https://www.trendhunter.com/trends/concealed-shield
References: [packagingeurope](https://packagingeurope.com/news/dom-perignon-offers-hidden-message-personalization/14065.article)

![Hidden-Message Champagne Labels](https://cdn.trendhunterstatic.com/thumbs/607/concealed-shield.jpeg)

Dom Pérignon introduced a personalization option developed with drinks design agency Knockout, featuring a concealed shield that hides a bespoke message until the bottle is opened. The feature was rolled out as an add-on for select bottles, designed to reveal text when the consumer removes or peels back the shield during service.

The design centers on a tactile, protective emblem integrated into the label, produced to preserve the surprise until the moment of opening. This personalization adds an experiential layer to gifting and celebration by turning a standard unboxing into a reveal moment. For luxury wine and spirits, small tactile surprises like concealed messages respond to demand for bespoke, memorable packaging and help brands offer differentiated physical experiences in an increasingly digital marketplace.

Image Credit: Packaging News