FOOD & DRINK 51
In 1999 , Piper-Heidsieck embarked on a bold and unprecedented collaboration with fashion designer Jean-Paul Gaultier . The fashion icon gave Piper-Heidsieck Champagne a provocative makeover , encasing the bottle in a corset — a daring and seductive twist that redefined the high-end reputation of champagne .
The champagne house ’ s long heritage doesn ’ t stand in the way of progress as the brand has been at the forefront of technology , using advanced machinery in the champagne production process . The brand has also invested in Vitibot , a world leading wine robotics business , to further lead the way in sustainable viticulture .
TWIST THE SCRIPT CAMPAIGN
Piper-Heidsieck ’ s new Twist the Script campaign features rich visuals , created by British artists and photographer , Miles Aldridge . The imagery brings to life iconic stories , reaffirming the Champagne house ’ s rich history and its enduring link to cinema , with the champagne brand being the first champagne to appear in the movie “ Son ’ s of the Desert ” in 1933 with Laurel and Hardy and having featured in more than 300 films .
Furthermore , the brand has long advocated for the arts and film industry and enjoyed an enduring partnership with the Festival de Cannes and the Oscars .
UNIQUE BRAND STORIES
Unique stories brought to life through the Twist the Script campaign , include the champagne house ’ s bold approach to providing champagne during the prohibition era , by finding creative routes for champagne to be delivered throughout New York , often with cases of Piper-Heidsieck being
Emilien Boutillat
cunningly disguised as books .
Legendary lover of Piper-Heidsieck , Marilyn Monroe , is one of the stars of the new brand campaign visuals . The champagne house celebrates how Marilyn too liked to do things in her own unique way . When other female stars of the screen would wait around for the right script , Marilyn grew tired of waiting and decided to become a producer herself and set up her own company , she was one of the first females to do so .
IN THEIR OWN WORDS
Speaking on the brand ’ s audacious heritage , Sandrine Pietrement , Global Brand Director said : “ Since joining the Piper-Heidsieck team , I ’ ve witnessed firsthand the creativity , vision and freedom we are granted . We ’ re continually encouraged to twist the script and carve out our own unique perspective in what is traditionally a very conventional industry .”
Artist and Photographer behind the campaign , Miles Aldridge said : “ Twist the Script has been a real passion project for me and it ’ s amazing to see the brand ’ s audacious narrative and the cinematic imagery all come together for the final creative .
Piper-Heidsieck allowed me the creative freedom to explore the brand ’ s history and the stories that demonstrate the brand ’ s joyful disobedience . Getting under the skin of these stories and then bringing them to life has been a real joy .”
Piper-Heidsieck ’ s Chef de Caves , Émilien Boutillat said : “ As Chef de Caves of Piper-Heidsieck , I ’ m thrilled about the launch of the Twist the Script campaign — it perfectly captures the spirit that has always defined us . Whether in our winemaking philosophy , production methods , brand partnerships , or packaging , we ’ ve always been committed to doing things differently .
I ’ m particularly impressed with how Miles has brought to life four of our many brand stories that showcase Piper-Heidsieck ’ s bold spirit and unique flair . This rich history continues to inspire me as I craft the blends for our cuvées and push the boundaries toward an everbolder future .”
PIPER-HEIDSIECK GOING FORWARDS
One bottle of Piper-Heidsieck pops every six seconds worldwide . Piper- Heidsieck was the fastest growing major Champagne House in the last quarter of the UK market .[ i ]
The Twist the Script campaign launches today ( 24th September ) with a mural of Miles Aldridge ’ s campaign imagery in Brooklyn , New York . Limited Edition Marilyn Monroe tin boxes of Piper-Heidsieck celebrating the campaign will also be available to buy in Waitrose stores around the UK from the 15th November .
ISSUE 67 2024 THE ART OF LUXURY