Racing deal for Champagne brand

27 January, 2011

Piper-Heidsieck has become the official Champagne partner of Jockey Club Racecourse, which operates 14 courses including Cheltenham, Aintree, Newmarket, Sandown, Kempton, Epsom and Haydock.

The fizz will be served in Champagne bars at the courses as part of a deal with supplier First Drinks which will also see Remy Martin, Russian Standard and Sailor Jerry listed.

Victor Lanson, PR and events marketing controller for First Drinks, said: “This partnership is a fantastic opportunity for us to prominently encourage trial of our brands to an appropriate audience.”

He added that the company would work with Jockey Club Racecourses on 'a wide range of sponsorship and promotional activities designed to support the commercial agreement and to introduce some of our existing consumers to the thrill and excitement of racing”.




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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