Legendary champagne house celebrates its history with new global campaign
French champagne house, Piper-Heidsieck, has released an international campaign that reinterprets cornerstone moments from its past via artwork from Miles Alridge – a British photographer and artist.
The ‘Twist the Script’ platform celebrates the house’s commitment to “redefining conventions” and exemplifying an “audacious spirit”.
Alridge’s artistic style reimagines four moments from the brand’s history, such as circumnavigating restrictions imposed by the Prohibition era to its relationship with iconic American actress, Marilyn Monroe. Overall, the moments encapsulate the house’s journey beginning the year it was born – 1785.
“The brand’s joyful disobedience gave me the creative freedom to explore its unique history,” Alridge explained.
“Reimagining these iconic moments has been a fantastic way to capture Piper-Heidsieck’s bold and cinematic essence.”
‘Twist the Script’ also leverages a mural spotlighting Alridge’s artwork. Developed by New York-based outdoor advertising organisation, Colossal Media, the mural was erected in Brooklyn.
Apart from its history, the champagne house used the campaign to raise awareness of its modern-day accomplishments, including the appointment of Émilien Boutillat to chef de cave, or chief winemaker, in 2018, and its official B Corp Certification in 2022 – a feat that made Piper-Heidsieck one of the first Champagne wineries to achieve such a status.
“Whether in our winemaking philosophy, production methods, brand partnerships, or packaging, we’ve always been committed to doing things differently,” contributed Boutillat.
“This rich history continues to inspire me as I craft the blends for our cuvées and push the boundaries toward an ever-bolder future.”
A global success, Piper-Heidsieck is purchasable in more than 100 countries, with a bottle opened every six seconds.
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Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
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Émilien Boutillat
Miles Alridge
Piper-Heidsieck
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