Piper-Heidsieck releases Cannes Champagne6th May, 2014 by Lauren Eads
Piper-Heidsieck has released a limited edition Champagne featuring a black tie ice jacket to mark the 67th Cannes Film Festival, of which it is the official Champagne sponsor.
The limited edition bottles will be available in Morrisons, Sainsbury’s and ASDA as well as select prestige stores including Selfridges from early May with the aim of raising awareness of the Champagne House’s partnership with the prestigious festival, with the added benefit of keeping a chilled bottle cooler for longer.
Oliver Dickson, senior brand manager for Piper-Heidsieck, said: “Champagne remains in growth, currently worth £267 million in the off-trade (according to Nielsen) and we know that over half of all Champagne is purchased as a gift. Gifting options have become more sophisticated in recent years, leading to increased consumer demand for creative packs, meaning brands look to differentiate themselves from the competition.
“The new Piper-Heidsieck black tie ice jacket adds value and appeal to the product, and this is an attractive proposition to consumers looking for a gift in off-trade accounts.”
Consumers purchasing a glass or a bottle of Piper-Heidsieck in selected on-trade outlets will have the chance to win prizes including a “movie star” gift bag containing designer sunglasses and a £250 Selfridges voucher.
The House of Champagne Piper-Heidsieck was founded in 1785 by Florens-Louis Heidsieck and is now the third largest Champagne exporter.