A renewed dynamism
Piper-Heidsieck Audacious
Since 1785, the history of Piper-Heidsieck has been marked by extravagance and audacity. This champagne was sponsored by Marie-Antoinette, was adorned by Fabergé and enjoyed by Marilyn Monroe, who said, “I go to bed with a few drops of a very famous perfume and I get up to a glass of Piper-Heidsieck”.
The move upmarket and the Group’s value strategy continued this year with increased efforts to promote both the excellence of the wines and develop their audacious and elegant character, which is unique to Piper-Heidsieck.
After Viktor & Rolf and Louboutin, Jaime Hayon, the famous Spanish designer, endorsed the year end offering of “Piper Crush”: a scarlet mini ice bucket to highlight the Cuvée Brut. Major international stores promoted this offer with excellent initiatives, particularly Costco in the US and Auchan in France.
There was also bold communication, with the new “Rock and Chic” video, whose campaign produced spectacular results, particularly in Benelux. Piper-Heidsieck also draws its strength from the excellence of its wines, which was confirmed by the launch of the 2004 Vintage, praised by journalists and oenologists throughout the world. Its reputation reached as far as Asia, to Singapore, where Piper-Heidsieck was awarded the prestigious title of “Favourite champagne” by the famous Marina Bay Sands hotel complex.
Charles Heidsieck The legacy
Distinguishing itself since 1851 in every respect, Charles Heidsieck cultivates the elitism and demanding requirements of wine. Remaining loyal to the person who gave it its name and character, this champagne seeks excellence through refinement. The most sought-after restaurants, the most celebrated cellar persons, as well as enlightened consumers do not make mistakes!
Charles Heidsieck continued to develop in European markets, particularly the French market, as shown by the success of the summer 2010 Garden-party box, comprising a bottle of Rosé Réserve, together with a matching tablecloth, plates and flutes, designed by the House of Caspari. Presented in the most beautiful window displays, this offer also benefited from outstanding media coverage.
The more traditional “buffalo” blue leather cladding of the Charles Heidsieck champagne bucket brought an air of grandeur to the Cuvée Brute Réserve, encased in a box specially designed for the New Year festivities.
Recognition
In 2010, the House’s Cellar Master was voted “Best Cellar Master in the World” by the International Wine Challenge in the UK for the 11th time. This was the fifth such award for Regis Camus, the current Cellar Master. The prestigious Fine Champagne magazine chose three of the cuvées from the top 10 champagnes during a blindfold tasting of more than 1,000 bottles: Piper-Heidsieck Rare 1999 won Best Champagne in the World, with the Charles Blanc des Millénaires 1995 and Charles Blanc 2000 Vintage taking third and fourth places, respectively.