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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Lifting the spirits

I were to sum up alcohol sales over Christmas 2017 in one word, it would be “gin”. At Nielsen, we define the Christmas period as the 12 weeks to December 30 and in that time gin sales were £199.4 million, which means they increased by £55.4 million compared with Christmas 2016. There’s no sign the bubble is about to burst either. Growth at Christmas 2016 was £22.4 million, so gin has increased its value growth nearly two-and-a-half times in a year. The spirit added more value to
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