Gift pack to show Cannes Film Festival link

As this is Piper-Heidsieck’s 20th year as an official supplier to the Cannes Film Festival, the Champagne house is this month cementing its association with the event with a Cannes gift pack in a UK supermarket as well as on-trade activities.

One hundred Sainsbury’s stores are exclusively merchandising Piper-Heidsieck in free standing display units and 300 outlets will be offering a 25% price promotion off the £30.99 MRSP.

On-trade activity sees the brand link up with Searcy’s bars and restaurants, where a Piper-Heidsieck flight of Champagne will be paired with French pastry chef, Pierre Hermé’s world renowned macaroons, giving guests an indulgent treat Cannes style.

In addition, Searcy’s will be running a competition throughout its five London locations to win a VIP trip to Cannes.

There will be more than 200 kits including vouchers, ice buckets, and table displays distributed to the on-trade. The wholesale channel will also benefit from a further 200 kits, with over 100 being specially distributed via Matthew Clark to key accounts. Further Cannes promotions will feature in two Matthew Clark brochures focused on exclusive, boutique hotels as well as premium drinks-led bars and restaurants in order to increase distribution.

First Drinks has recently appointed a brand ambassador. Helen MacKenzie joined the business from Pernod Ricard in March and is primarily tasked to build sales and increase trial in the on-trade.

Cannes gift pack in a UK supermarket as well as on-trade activities.

One hundred Sainsbury’s stores are exclusively merchandising Piper-Heidsieck in free standing display units and 300 outlets will be offering a 25% price promotion off the £30.99 MRSP.

On-trade activity sees the brand link up with Searcy’s bars and restaurants, where a Piper-Heidsieck flight of Champagne will be paired with French pastry chef, Pierre Hermé’s world renowned macaroons, giving guests an indulgent treat Cannes style.

In addition, Searcy’s will be running a competition throughout its five London locations to win a VIP trip to Cannes.

There will be more than 200 kits including vouchers, ice buckets, and table displays distributed to the on-trade. The wholesale channel will also benefit from a further 200 kits, with over 100 being specially distributed via Matthew Clark to key accounts. Further Cannes promotions will feature in two Matthew Clark brochures focused on exclusive, boutique hotels as well as premium drinks-led bars and restaurants in order to increase distribution.

First Drinks has recently appointed a brand ambassador. Helen MacKenzie joined the business from Pernod Ricard in March and is primarily tasked to build sales and increase trial in the on-trade.

23 May 2013 - Felicity Murray