Piper-Heidsieck is marking the Lunar New Year for the first time with a limited-edition Year of the Tiger pack.
The Cuvée Brut gift box is available through selected retailers including Dubai Duty Free; DFS Macau; Duty Zero by cdf at Hong Kong International Airport; Gebr Heinemann at Frankfurt, Istanbul and Amsterdam airports; and with Lagardère Travel Retail at Paris Charles de Gaulle and Orly airports.
The bold red and gold presentation highlights not only Piper-Heidsieck’s brand colours but also those which claim important roles in the Chinese culture where red is regarded as a symbol of happiness, good luck and peace and the celebratory colour at Lunar New Year. Gold is associated in Asia with prosperity and grandeur.
Piper-Heidsieck also pays tribute to its shared history with the Imperial Court of China.
Florens-Louis Heidsieck founded the House of the same name in France in 1785 and presented its Champagne to the then Queen Marie-Antoinette. The sovereign started a trend in aristocratic circles, with 14 royal courts – including the Imperial Court of China – serving Piper-Heidsieck Champagne in the 18th and 19th centuries.
In 2015, Piper-Heidsieck was granted a Chinese trademark by the People’s Republic of China’s Ministry of Commerce in order to protect the brand. The trademark translates to ‘snow white’, referring to the effervescence that forms when serving a glass of Piper-Heidsieck.
The Lunar New Year pack features tigers and other strong East Asian emblems including cherry trees in blossom and the peacock, which is esteemed for its beauty and dignity.
With its special Lunar New Year gift box, Piper-Heidsieck said the House is committed to “the spirit of celebration and sharing with the East Asian community in France and around the world”.
