Piper-Heidsieck has launched its first-ever Champagne Bar – La Maison Piper-Heidsieck – at the Australian Open and it’s become an instant mecca on Grand Slam Oval.
Among the celebrities who’ve stopped by already are Bachelor couple Tim Robards and Anna Heinrich, model Louise van der Vorst, actress Sigrid Thornton, Georgia Love, Virginia Burmeister and Richard Wilkins, Carlton AFL player Dale Thomas and Joel Creasey.
Visitors can sit back on the deck in the sun and enjoy a glass of Piper-Heidsieck Cuvée Brut or Piper-Heidsieck Rosé Sauvage.
Piper-Heidsieck announced in August that it would be the Official Champagne Partner for the Australian Open for the next three years.
Tennis Australia Chief Revenue Officer, Richard Heaselgrave noted: “Piper-Heidsieck is recognised around the world for their excellence and prestige and we are very excited to welcome them on board for the Australian Open, starting in 2019,” he said. “The Australian Open is now about much more than world-class tennis – it’s a sports and entertainment festival that attracts over one million fans to the precinct each year.
“Socialising and celebrating are a key part of our event’s appeal, and this new partnership with Piper-Heidsieck, and their Champagne House activation at Grand Slam Oval, will add a fun, new element to the event for our fans.”
Piper-Heidsieck’s Executive Vice President, Benoît Collard told The Australian that Australia was now Piper-Heidsieck’s largest market globally, exceeding even France. He is confident the sponsorship will take the brand to even greater heights.
“We believe it can help us reach sales of one million bottles a year in Australia in the next five years,” he said.
“This is our first sports sponsorship in Australia. But we didn’t pick it because it is a sports event. We picked it because the experience and the event it creates goes beyond tennis only. There is no other sports event anywhere where outstanding chefs are partnering with the event, and opening pop-up restaurants on site, and also … concerts with the leading singers and stars.”
Here are some snaps from inside the Champagne Bar: