Taittinger extends FIFA partnership
Champagne Taittinger will once again serve as Official Champagne of the FIFA World Cup 2026, extending a partnership that has been in place for more than a decade. To mark the tie-in, the house will roll out a limited-edition bottle across the UK.
The producer will also hold the same role for the FIFA Women’s World Cup 2027.
Limited-edition UK release
To mark the renewed partnership, Taittinger has released a limited-edition bottle of its Brut Réserve, set to be available across all major UK supermarkets.
The design features an entirely black label with holographic gradients reflecting the colours of the 2026 host nations — red for Canada, green for Mexico, and blue for the United States. The finish is intended to evoke the movement and stitching of a football.
In the UK, the bottle will be stocked by ASDA, Morrisons, Sainsbury’s, Tesco and Waitrose, alongside selected independent merchants and the on-trade. The recommended retail price is £46.
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Long-standing global partnerships
The FIFA tie-in forms part of a wider portfolio of cultural and institutional partnerships for Taittinger, including BAFTA, UNESCO and the Montreux Jazz Festival. The house also runs its own ArsNova Prix Culinaire initiative and maintains long-term patronage of venues such as London’s Old Vic theatre and the Paris National Opéra.
Vitalie Taittinger, President of Champagne Taittinger, said: “We take great pride in representing Champagne, and France, at this monumental global event. Having worked with FIFA for the past thirteen years, this partnership is an integral part of our calendar, and a mark of recognition for the excellence and consistent quality of our Champagne. We are thrilled to be bringing the rich history and joy of Champagne to all the World Cup stadiums, celebrating the togetherness and global spirit that football and Champagne share.”
Family-owned heritage
Champagne Taittinger traces its origins to 1734, when the original house was founded by Jacques Fourneaux. Pierre Taittinger acquired the estate in 1931, and the business remains family-owned today, led by his great-grandchildren Vitalie and Clovis.
The house is now the third largest grower in Champagne and one of the few producers in the region still owned and run by the family named on the label.
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