Champagne PIAFF brand representatives at London Gatwick Airport invited travellers to take part in a tasting session

Digital screens at the Stansted pop-up highlighted PIAFF’s story and key offerings

UK. Independent distiller Loch Lomond Group has partnered with Avolta (previously Dufry) to introduce Champagne PIAFF in the travel retail channel.

Since October, Champagne PIAFF pop-ups have been unveiled at Avolta locations across the UK. Its first travel retail showcase was unveiled at London Stansted Airport, featuring a tasting bar and promotional offers.

The next stop in the roll-out was London Gatwick North Terminal. A ‘contentainment’ high-profile promotion is all set to be launched in December at London Heathrow Airport Terminal 5.

Loch Lomond Group acquired Champagne PIAFF in 2021. The brand’s key offerings include three Cuvées – Brut NV, Brut Rosé NV and the Blanc de Blancs.

The group noted: “With the travel retail industry bouncing back to pre-2019 levels, the group is timing PIAFF’s launch into the channel as the Champagne category is set for significant growth.” 

Champagne PIAFF is produced in Épernay, France, and its name originates from a dressage move. The brand is at the forefront of world-renowned equestrian events including sponsorship of the Longines Global Champions Tour. 

The activations incorporate the brand’s signature light teal and navy-blue palette

The group also noted that Champagne PIAFF is positioned at the intersection of a tradition-rich category and a new generation of consumers – those with evolving expectations of luxury and a less rigid approach to consumption. 

Loch Lomond Group Managing Director Global Travel Retail and Africa, Middle East & Indian subcontinent Luke Maga commented: “As the second largest global export market for Champagne globally, the UK is a key location in Champagne PIAFF’s growth plans.  

“We’re therefore delighted to have such a strong partnership with Avolta and a programme of shopper engagement across their UK locations which is set to provide a powerful launchpad in travel retail for this truly distinctive brand.”

Champagne PIAFF Business Development Director Laura Head added: “With our highly anticipated launch into global travel retail, we can’t think of a better way to showcase the brand. Our ethos is to ‘Make Life Pop’ and we’ve been working closely with Avolta to bring this to life in eye-catching activations around the UK.  

“Champagne PIAFF is making great strides and has some amazing associations, and our new partnership with Avolta is really helping cement our position in the category.” ✈

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