50 FOOD & DRINK
PIPER-HEIDSIECK ‘ TWISTS THE SCRIPT ’ TO BRING ICONIC HERITAGE TO LIFE
Miles Aldridge
Piper-Heidsieck , the most awarded Champagne house of the century , has launched a cinematic advertising campaign , to stage its own story with renowned British artist , Miles Aldridge .
The campaign titled Twist the Script , brings to life how Piper- Heidsieck has been doing things differently and defying convention over the course of its history . ‘ Twisting the Script ’ reimagines tradition with bold , innovative flair . This is embedded in Piper- Heidsieck ’ s DNA for decades and remains a driving force behind the brand ’ s approach to winemaking today .
Miles Aldridge has brought Twist the Script to life in his inimitable style , illustrating four audacious stories from Piper-Heidsieck ’ s rich history , with cinematic scenes that twist the script and highlight its daring and pioneering spirit .
TWISTING THE SCRIPT SINCE 1785
The champagne house ’ s maverick ‘ script twisting ’ has manifested itself in many ways over the brand ’ s history . Whether through the appointment of 31-year-old Chef de Caves , Émilien Boutillat , back in 2018 , who brought his innovative approach to winemaking ; or becoming the first champagne house to ever achieve B Corp status , Piper-Heidsieck is not afraid of ripping up the rulebook and blazing its own trail .
While other champagne houses often choose to play it safe with their brand partnerships .
THE ART OF LUXURY ISSUE 67 2024